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in their own way.
d. Avoid leading or biasing questions: This gives the respondent
a clue as to what the answer is desired, or leads the respondents to
answer in a certain way.

◆ Do you think that patriotic Indians should buy imported
automobiles when that would put Indian labour out of work?

Yes No Don’t know (Incorrect)

◆ Do you think that Indians should buy imported automobiles?
Yes No Don’t know (Correct)

e. Avoid double-barrelled questions: It includes two or more
questions in one. Therefore, it will be difficult to know which
particular question a respondent has answered.

◆ Do you think Mirinda is a tasty and refreshing soft drink?

Yes No (Incorrect)

◆ “Do you think Mirinda is a tasty soft drink?” and

◆ “Do you think Mirinda is a refreshing soft drink?”
(Correct)
f. Avoid implicit alternatives: An alternative that is not explicitly
expressed in the options is an implicit alternative. Researchers
must not assume that the respondent would think of the same
alternative as was intended even if it has not been stated.
Do you like to fly when traveling short distances? (Incorrect)
Do you like to fly when traveling short distances, or would you
rather drive? (Correct)

g. Avoid questions that are based on presumptions: In such
questions the researcher assumes that respondents fit into a
particular category and seeks information based upon that
assumption.

◆ How many cigarettes do you smoke in a day? (Incorrect)
This question is based on a presumption that the respondent is
a smoker.

◆ Do you smoke cigarettes?
Yes No

If yes, how many cigarettes do you smoke in a day? (Correct)
h. Avoid generalisations and estimates: The estimates are to
be calculated by the researchers and are not asked directly. For

132 SGOU - SLM -MCom Research Methodology