Some questions may influence the responses to subsequent questions. Some participants may agree just to complete the interview, and this typically happens once fatigue sets in. The research plan should therefore be considered with cautious sensitivity.
For plastic surgeons, the ability to practice EBM is limited. Researchers should address all questions about one brand before asking for feedback on a second brand, as when respondents are required to switch back and forth rating two brands, they are likely to project their opinion on one attribute to their opinion of the brand as a whole.
You may also want to review similar surveys to learn what categories and topics were popular with respondents in the past. If you incorrectly exclude or include participants, you may get skewed data results.
See how SurveyMonkey can power your curiosity. To minimize confirmation bias, researchers must continually reevaluate impressions of respondents and challenge preexisting assumptions and hypotheses. For example, if a respondent rates one product a 10 and is then asked to rate a competitive product, they will make a rating that is relative to the 10 they just provided.