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How can researchers design survey questions that are clear, neutral, and that accurately measure public opinion? (scratch of chalk) For starters, there are some basic principles that carry over from everyday conversation. When youre talking with someone you just met you wouldnt assume that theyre a policy expert. So you wouldnt use jargon like, a continuing resolution. Or assume that they know what something like the Trans-Pacific Partnership is. Similarly, survey researchers cant assume that respondents know about certain things. So, they generally avoid asking questions that ask about obscure topics in a way that provides only limited information. Do you favor or oppose the Trans-Pacific Partnership? Respondents may have heard something about that issue, and they may even have an opinion about it, but they might not know its called the Trans-Pacific Partnership. So, if the survey doesnt define or explain the agreement, it cant measure the opinions of those kind of responden