The way that a question is phrased can have a large impact on how a research participant will answer the question.  Thus, survey researchers must be conscious of their wording when writing survey questions.  It is important for researchers to keep in mind that different individuals, cultures, and subcultures can interpret certain words and phrases differently from one another. 
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When a company, non-profit group, or politician needs to find out how their stakeholders or constituents feel, they often create and implement a questionnaire. The results can lead to re-branding, decision-making, and policy changes if the feedback is sound. Making a questionnaire can seem very straightforward, but unless it is designed properly, the results can be skewed and unreliable.