Avoiding Double Negation in Surveys

Double negation in survey questions can lead to confusion, misinterpretation, and unreliable data. When scales or questions are formulated using double negatives, respondents may struggle to comprehend the true meaning of the question, resulting in skewed feedback and unclear insights. 

This article explores the dangers of double negation, its potential consequences, and best practices for avoiding it.

What is double negation?

Double negation occurs when a sentence or question contains two negative elements that can cancel each other out or lead to unnecessary complexity. An example might be:

How much do you agree that the staff was not being unfriendly?

This sentence is complicated by the inclusion of “agree” and “not unfriendly,” which makes it difficult for respondents to understand whether they are agreeing with the positive or negative sentiment.

The dangers of double negation

• Complexity: Double negation forces respondents to mentally untangle the question, which increases cognitive load. For example, in the question above, respondents need to process both the negative form “not unfriendly” and the fact that they are being asked to “disagree” with it. This can slow down their response time and lead to inaccurate answers.‍
• Confusion: Respondents may misinterpret what is being asked. If they misunderstand the question, their response may not accurately reflect their true opinion, making the feedback less reliable.‍
• Inconsistent answers: Confusion caused by double negation can lead to inconsistent or contradictory responses. Some respondents might try to overthink the question, while others might rush through it, both resulting in unreliable data.‍
• Bias in results: Misinterpreted questions can bias the results, as patients may give answers that don’t truly reflect their experience. This reduces the quality of the data collected and may skew overall survey results.‍
• Lower completion rates: Surveys that use confusing language, including double negation, may frustrate respondents and lead to survey abandonment. This lowers response rates and reduces the quantity of data available for analysis.
• ‍Reduced trust in data: When patients feel unsure about how to answer a question, they may question the relevance or professionalism of the survey itself. This could lead to distrust in future feedback processes and a lack of participation in subsequent surveys.

What to avoid with double negation

So, what can you do to mitigate these issues?

It’s important to avoid overly complex sentence structures, multiple negative phrases, and passive voice when constructing your questions. Simplifying the language and removing unnecessary negatives will make the survey easier to understand and increase the accuracy of the feedback.

Here’s a list of what to avoid:

• Avoid using complex sentence structures: Keep questions straightforward and avoid unnecessarily complex wording. For example, instead of “Do you agree that the staff was not being unfriendly?” simplify it to “Was the staff friendly or unfriendly?”‍
• Don’t overload the question with negatives: Limit the use of negatives in survey questions. Phrasing like “not dissatisfied” or “did not dislike” should be avoided, as it forces the respondent to process multiple negations, increasing the likelihood of misunderstanding.‍
• Avoid passive voice with negative constructions: Using passive voice with negative terms often leads to confusing sentences. Keep the questions in active voice with a clear direction for how to respond.

Best practices for avoiding double negation

To avoid confusion caused by double negation, focus on clear and direct language in your survey questions. Piloting your surveys with a small group before launch can help identify and fix any issues with unclear or confusing wording.

• Keep questions clear and direct: Use positive language wherever possible. Instead of framing a question around “disagreeing” with a negative, opt for a more straightforward positive framing. For instance, ask “How satisfied were you with the staff’s friendliness?”‍
• Use balanced scales with simple wording: When using Likert-type scales (e.g., strongly agree to strongly disagree), make sure the statements are easy to understand. Statements should be positively framed to avoid double negation confusion. For example, instead of “To what extent do you agree that the service was not satisfactory?”, use something like “How satisfied were you with the service?”‍
• Pilot your surveys: Before rolling out a survey, test it with a small group to identify any questions that are unclear or confusing. This feedback can help you spot double negation or other complex wording that may need revision.
• ‍Ensure consistency in scale design: Maintain a consistent scale format throughout the survey to help respondents navigate the questions more easily. If some questions use positive phrasing while others flip to negative, it can cause confusion and increase the chances of error.

Conclusion

Double negation can severely impact the clarity and effectiveness of feedback surveys, leading to inaccurate responses and skewed data. In healthcare surveys, where patient feedback directly informs service improvements and care quality, avoiding double negation is crucial. 

Survey designers can ensure they gather reliable, actionable feedback by simplifying questions, using positive language, and keeping scales consistent — ensuring the data you collect is accurate and useful.