Perhaps the most pervasive and vexing form of "non-sampling" error in surveys is question order. As you consider the following scenario, note that measurement errors result when surveys do not survey what they intend to measure.

Question:

Imagine that a restaurant owner was conducting a customer satisfaction survey. With no prior survey background, he crates a short survey with questions offered like this:

1: Please rate the temperature of your entree.

2: Please rate the taste of your food.

3: Please rate the menu selection here.

4: Please rate the courtesy of your server

5: Please rate the service you received

6: Please rate your overall experience at this restaurant

What might be unwise about the order of these questions?

And what are some suggestions on how one might rearrange this survey?