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Leading Question
A leading question is one whose wording suggests a particular answer, biasing the respondent toward it.
Example bad: 'How great is our amazing new product?' Example neutral: 'How would you rate our new product?' Leading questions invalidate survey results. Always have a second reader audit questions for hidden direction or assumptions.
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Response Bias
Response bias is any systematic tendency of respondents to answer questions inaccurately, either intentionally or unconsciously.
Acquiescence Bias
Acquiescence bias is the tendency of respondents to agree with statements regardless of their actual opinions.
Central Tendency Bias
Central tendency bias is the tendency of respondents to avoid extreme options on a rating scale, clustering toward the middle.
Social Desirability Bias
Social desirability bias is the tendency of respondents to answer in ways they believe will be viewed favorably by others.
Recall Bias
Recall bias is a systematic error caused by respondents inaccurately remembering past events, behaviors, or feelings — usually worsening with elapsed time.
Selection Bias
Selection bias is a systematic error arising when the people included in a survey differ from the target population in ways that affect the outcome.