Best Practice (Good)
Avoid surveys contain questions with fallacies such as including unclear or inappropriate wording and options (ambiguity), biasing the responder with the wording of the question (leading), or asking two questions at a time (double-barreled).
Typical Practice (Bad)
Avoid using survey questions that are ambiguous, leading, or double-barreled. The results of such surveys may be worse than meaningless, and may suggest a course of action for an advertising or editorial department that is precisely wrong.
Benefits: Using clearly-worded and logical surveys will help to ensure the accuracy of demographics modeling and will eventually translate into more profitable advertising sales for a news organization.