Let’s Get Personal

Asking Sensitive Questions

Every once in a while you are going to need to ask a sensitive or personal question to your respondents.

This could be:

•Email address•Opinion on a touchy subject•Age

• People are naturally uncomfortable giving out sensitive information

• They do not know who you are.

• Don’t want to be asked personal questions, so may skip question or exit the survey completely.

Why Is It So Difficult?

• May answer sensitive questions untruthfully to keep privacy.

• May answer the question in a way that they think makes them look good

It is easier to use online surveys rather than phone or face to face to ask personal questions

Increased privacy and even total anonymity

More likely to get reliable answers

How To Combat This?

Top Tips To Asking Personal Questions…

CONFIDENTIALITY & ANONYMITY

Ensure that the respondent knows at the start of your survey that all answers are completely anonymous

Tip #1

WORDING YOUR QUESTIONS

“Social Desirability Bias” = giving a socially acceptable response which may not be a true answer.

Tip #2

Word your questions so any answer will be ‘socially acceptable’.

Example:“When asking about healthy diets, we’ve found that people often aren’t able to eat 5 portions of fruits/vegetables a day. How many portions of fruit/vegetables do you have a day on average?”

WHEN TO ASK THE QUESTION

Leave the personal or sensitive questions to the end of your survey.

Asking too soon can discourage people from answering.

Tip #3

TO ASK OR NOT TO ASK

Personal questions should be asked only when absolutely necessary.

Allow the client to choose the option not to answer the question

Tip #4

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