What does the term 'question order' refer to in public opinion polling?

The term 'question order' in public opinion polling refers specifically to the arrangement of questions within a survey. This is a critical aspect of survey design, as the sequence in which questions are presented can significantly influence respondents' answers. For instance, if a sensitive or complex question is placed earlier in the survey, it may lead to different responses compared to if the same question appears later, after the respondents have had time to consider their thoughts on related topics.

By strategically organizing questions, researchers can mitigate biases that may arise from earlier questions affecting the responses to later ones. Additionally, proper question order can improve the flow of the survey, making it easier for respondents to understand and engage with the survey. This directly impacts the reliability and validity of the data collected, making it a fundamental concept in public opinion research.