The importance of question order

Mystery Pollster in the US blogs about how the order of questions has a significant effect on how people in the US view civil unions:

Public views on giving legal rights to gay and lesbian couples depend a good deal on the context in which the question is asked.  On the survey, half of respondents were asked their views on civil unions after being asked about gay marriage, and half were asked the questions in the reverse order.  When respondents have already had the opportunity to express their opposition to gay marriage on the survey, more feel comfortable with allowing some legal rights as an alternative.  But when respondents are asked about legal rights without this context, they draw a firmer line.

Opponents of gay marriage are much more willing to accept the idea of some legal rights after they have had the opportunity to express their opposition to gay marriage. The percent favoring legal rights rises to 45% in this context, while just 37% favor the idea alone.  Put in other words, opponents of gay marriage are much more likely to accept allowing some legal rights when they have already had the opportunity to express their opposition to gay marriage itself.

This is a great example of the importance of order when it comes to setting a poll question.  One of the areas where a polling expert can add value is not just in helping frame the questions, but in working out the logical order to ask them, so that you get the most accurate data.

For example in political polls, I always recommend asking questions on how people will vote, before asking questions about issues.  The reason for that is because generally questions on issues will remind people of the things they don’t like that the incumbent is doing. So asking someone to spell out what they think is the biggest issue facing the country and then asking them who they will vote for, may disadvantage the incumbent Government.