When conducting marketing surveys, it is essential to maintain objectivity, impartiality and integrity. Favoring a certain product or service when designing a problem not only violates the professional ethics of market research, but may also mislead decision makers and ultimately harm the long-term interests of the company. Here are some suggestions to help you design fair and effective questions to avoid bias： ### 1. **Avoid guiding issues** -**Inappropriate**: “Do you agree that our products are better than those of competitors?" ” -*****: "How do you evaluate the quality of the following products? ”(List multiple brands or products) ### 2. **Maintain neutral wording** -**Inappropriate**: "Do you like our innovative new features? ” -*****: "How satisfied are you with the following features? ”(List specific functions) ### 3. **Balance options** -Provide comprehensive options to avoid emphasizing only positive or negative. For example： -**Inappropriate**: “Do you think our service is excellent, very good or good?" ” -*****: "How do you evaluate our service? ”(Options range from "very poor” to "very good”) ### 4. **Avoid hypothetical language** -**Inappropriate**: "When you use our products, how satisfied are you? ” -*****: "Have you ever used our products? If so, how is your satisfaction? ” ### 5. **Randomize the order of options** -If multiple brands or products are listed, randomize the order to avoid the “first cause effect” or “near cause effect”. ### 6. **Use open questions** -For example: “What are your suggestions for improving XX products?" ”This kind of problem can reduce guidance. ### 7. **Pre-test questionnaire** -Test the questionnaire on a small scale to check for unintentional bias or misleading. ### 8. **Comply with industry norms** -Follow the market research guidelines of ESOMAR, MMA and other international organizations to ensure the impartiality of the investigation. ### Why is it important to avoid prejudice? -**Data authenticity**: Biased issues can lead to unreliable data and mislead corporate decision-making. -**Reputational risk**: Respondents or the public may believe that the company is dishonest and damages the brand image. -**Legal risks**: In some regions, misleading investigations may violate consumer protection regulations. ### Alternative: How to legally demonstrate the advantages of the product? If you want to highlight certain features of the product, you can do so in the following ways： 1. **Clearly state the purpose of the survey**: For example, “We want to know what you think of the XX function”. 2. **Comparative testing**: Design experimental research (such as A/B testing) to give users feedback after actual experience. 3. **Follow-up in-depth interviews**: After the preliminary investigation, users are invited to discuss the reasons for their preferences in detail. Through fair design, you can not only get real feedback, but also discover real opportunities for product improvement. This is the core value of marketing research.