Standardizing questions in the questionnaire

Where a question has been asked in a previous study it is usually to the advantage of the researcher to ensure that, unless there is a good reason otherwise, the same question should be used and the same pre-codes. Doing this allows the researcher to build up a body of knowledge about how this question is answered, and so spot any response pattern that deviates from this.

It also means that results from different studies can be compared more easily.

Many major manufacturers and some research companies have stan­dard ways of asking particular questions that allow them to build up this body of knowledge.

Source: Brace Ian (2018), Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research, Kogan Page; 4th edition.