Hypothetical Questions

Do not ask people if they would purchase something if it were available. Implicit assumptions

When phrasing questions, do not do so in a manner that assumes that all respondents are well informed and in possession of all the facts. Questions that make an implicit assumption of a respondent's background knowledge will not produce valid, accurate results. Different respondents will make different assumptions, so the questions will not generate useful responses. Indeed, it is advisable, wherever appropriate, to state the essential assumptions on which the question is dependent.

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