Course Curriculum

6 Sections
00

Writing Good Surveys Isn’t Easy

3 Lessons 12 min
  • Course Overview & Downloads 3 min
  • Survey Design Is a Non-Linear Process 4 min
  • Custom Surveys vs. Pre-Made Questionnaires 5 min

Resources Provided

  • 0.1_CheatSheet_Writing-Effective-Survey-Questions (PDF)
01

Decide What To Ask (and What Not to Ask)

3 Lessons 51 min
  • Every Survey Question Needs a Purpose 10 min
  • Be Careful Asking Participants to Recall or Predict Behavior 11 min
  • Rethinking Demographic Questions 6 min

Practice Activities

  • Scoping Survey Questions (Instructions) 17 min
  • Scoping Survey Questions (Walkthrough) 7 min
02

Common Survey-Writing Pitfalls (and How to Avoid Them)

8 Lessons 72 min
  • Have Empathy for Survey Respondents 4 min
  • Focus on Close-Ended Questions 7 min
  • Double-Barreled Questions 5 min
  • Leading Questions 8 min
  • Loaded Questions 5 min
  • Ambiguity and Jargon 8 min
  • Complex Grammar 7 min
  • Inclusivity and Sensitivity in Survey Questions 4 min

Practice Activities

  • Revising Survey Questions (Instructions) 19 min
  • Revising Survey Questions (Walkthrough) 5 min
03

Choose Appropriate Response Options

12 Lessons 131 min
  • Categorical Questions: Overview 4 min
  • Categorical Questions: Single-Select Multiple-Choice 16 min
  • Categorical Questions: Single-Select Dichotomous 6 min
  • Categorical Questions: Multi-Select 8 min
  • Rating Scales: Overview 5 min
  • Rating Scales: Likert 11 min
  • Rating Scales: Semantic Differential 13 min
  • Rating Scales: Radio Buttons vs. Sliders 4 min
  • Rating Scales: Choosing the Right Number of Points 8 min
  • Ranking Questions 11 min
  • Inclusivity and Sensitivity in Response Options 8 min
  • The Response Options You Choose Influence Your Analysis 13 min

Practice Activities

  • Revising Response Options (Instructions) 19 min
  • Revising Response Options (Walkthrough) 5 min
04

Structure Surveys for Clarity and Flow

5 Lessons 89 min
  • How to Fight Survey Fatigue and Priming with Randomization 13 min
  • Thematic Organization: Grouping vs. Separating 8 min
  • Navigation and Layout for Standalone Surveys 5 min
  • Branching Logic 6 min
  • Required vs. Optional Questions 5 min

Practice Activities

  • Order and Structure of Survey Questions (Instructions) 16 min
  • Order and Structure of Survey Questions (Walkthrough) 5 min
  • Drafting a Survey (Instructions) 19 min
  • Drafting a Survey (Walkthrough) 12 min
05

Testing Your Survey

5 Lessons 44 min
  • Cognitive Interviews 7 min
  • Mechanical Test 5 min
  • Qualitative Usability Testing 4 min
  • Soft Launch 4 min
  • Conclusion 1 min

Practice Activities

  • Implementing Feedback from Testing 23 min

Learning Outcomes

  • Determine what to ask — and what not to — by aligning every survey question with a clear research goal
  • Avoid common survey-writing pitfalls to improve data quality
  • Use response options that will gather reliable, analyzable data
  • Organize questions into a logical flow that reduces survey fatigue
  • Pre-test surveys to uncover and solve hidden issues before launch

Course Preview

 to watch NN/g videos

Tools Used in This Course

To complete activities in this course, you will need access to either Google Docs or Microsoft Word.

All other resources can be accessed through a standard PDF reader.

Turn Problems Into Solutions

Write clear, purposeful survey questions

  • Align every question with your survey’s core research goals
  • Transform complex or disorganized ideas into focused, answerable items
  • Test your questions with real users to uncover clarity, interpretation, and usability problems before launch

Reduce bias and improve data quality

  • Spot wording issues that lead to leading, loaded, or confusing questions
  • Structure response options to avoid bias, missing ranges, or skewed scales
  • Ensure neutrality and clarity so participants can answer accurately and confidently

Create participant-friendly surveys

  • Write questions that are intuitive, concise, and easy for real users to interpret
  • Reduce cognitive load with simple phrasing, logical flow, and accessible formatting
  • Craft survey experiences that minimize drop-off and maximize high-quality responses

Frequently Asked Questions

How long will I have access to this course?
Once purchased, your access will never expire. This ensures you can learn at your own pace and return to review content as often as you'd like, whenever you need.
Will I get personalized instructor feedback on course activities?
No, personalized feedback is not provided for activities completed during the course. Most courses provide answer keys to activities that help learners reflect on their progress and understanding of course materials and examples.
What content can I download?
You can download a variety of resources provided with each course, including templates, how-to guides, cheat sheets, posters, reading lists, and more. Video lessons provided in all courses will not be available for download.
Can I access this course offline or on a mobile device?
Offline access isn't available yet, although we plan to add it. Most courses offer downloadable resources for offline reference.

For the best experience, mobile devices are not recommended.
Is this course eligible for the NNGroup UX Certification Program?
Unfortunately, self-paced courses do not count toward UX Certification. However, learners who complete the final exam will receive a “Recognition of Completion” to demonstrate their achievement.

See our Live Online courses for options that count toward UX Certification.
What can I share with my employer to show I’ve completed the training?
Upon completing a course’s final assessment, you will receive a “Recognition of Completion” showcasing your dedication to learning the topic. This document can be shared with your employer or professional network to demonstrate your new skills and commitment to professional development.