Guidelines for avoiding mistakes: Simpler language is better (KISS/speak to target)Avoid leading questionsSuggests or implies certain answersoEx. Do you want a tuition increase in the next six months?Small US cars are cheaper to maintain than import cars (Likert scale - leading? Possibly)Consider split ballot technique - worded like this, other way aroundAvoid loaded questionsSuggests socially desirable answer or is emotionally charged - type of leadingoEx. Do you advocate removing brush from the hillside to save homes and human lives during a wildfire?Ex. How often do you brush your teeth?Consider counter-biasing statements, e.g. "some people have time/some don't"Avoid ambiguity/be as specific as possibleEx. What media do you rely on most? (for what?)oAvoid double-barreled itemsMay induce bias because it covers two issues at onceoEx.do you feel your server was courteous and prompt? (what if prompt butnot courteous? Look for "and")Avoid making assumptionsEx. Do you think Stong's supermarket should change their name? (why?)oEx. Do you think that The Bay should continue its excellent gift-wrapping oprogram? (leading)Avoid taxing respondent's memoryConsider using aided recalloEx. Did you watch the Canucks hockey game last night?Unaided: do you recall any commercials on that program? (top-of-mind e.g. first thing that comes to mind)Aided: do you recall whether there was a brand of beer advertised on that program (have you heard of