It depends. Ranking produces sharper distinctions, but it is more difficult for respondents to complete. Respondents may also produce artificial distinctions. Ratings are easier to do but they may not make a sufficient distinction between items and are influenced by response style and by social desirability.

Comparisons of ratings and rankings show that average preference orders are similar, but individual preference orders are less similar. A useful solution is to use both scales in combination: ask for ratings and then ask for the three most important.

Short. Specific.

Avoid wordy and verbose questions that go on and on. Avoid vague qualifiers

• don't ask if someone does something frequently
• ask if they do it daily, twice weekly, weekly, bi-weekly, or monthly.

UNA (use no acronyms).

Avoid asking two questions in one sentence and making it hard for respondents to answer (Do you like bowling more than the movies and how much do you spend when you go?) Start with easier questions and proceed to more difficult.

Ask questions in logical order.Make sure that response categories in multiple choice questions are mutually exclusive and provide for all responses.

Avoid leading questions. (Don't ask if the respondent engages in the inefficient or useless practice of -----.)