How researchers ask a question can dramatically influence the answers they receive.

This text provides specific advice on question wording and addresses challenges such as demographic language questions (e.g. How to ask about gender), creative question design to keep respondents engaged and avoid survey fatigue, web-based survey formats, culturally-responsive survey design, and factors that influence survey responses (memory, social desirability, etc.).

The authors include numerous examples of questions to illustrate each identified principle of question construction.