---
url: "https://questionstar.com/principles-of-survey-research/chapter-3/slide-086.html"
title: "Avoid Ambiguity, Confusion and Vagueness"
type: "lehrbuch-slide"
chapter: 3
chapterTitle: "Questionnaire"
slide: 86
---

# Avoid Ambiguity, Confusion and Vagueness

*Formulate the question in terms of who, what, when, where, why and how. Especially important: who, what, when, where.*

### The six W's

Formulate the question in terms of **who, what, when, where, why** and **how** . Especially important: **who, what, when, where** .

![Signpost with Who, What, Where, When, Why, How](/principles-of-survey-research/media/signpost_w.png)

### Example

"Which brand of shampoo do you use?"

### Ask instead

"Which brand or brands of shampoo have you personally used at home during the past month? If you have used more than one, please name all of them."

---

*Slide 86 of 274 · Chapter 3: Questionnaire · Principles of Survey Research · Dr. Paul Marx*