The way you word a question shapes the answer you get - often more than the topic itself. A few patterns to watch for:
"How much did you enjoy our excellent new feature?" assumes the answer. Strip out the value judgment: "What did you think of the new feature?"
"Was the checkout process fast and easy to use?" asks two things at once - a respondent who found it fast but confusing has no honest way to answer. Split it into two questions.
"How often do you struggle with our slow support team?" presumes the team is slow. Ask neutrally: "How would you rate your support experience?" and let the data show whether speed is actually a problem.
Words like "always," "never," or "usually" mean different things to different people. Prefer specific timeframes ("in the past 30 days") or concrete scales (a 1-5 rating question) over vague qualifiers.
For a Likert scale, make sure the positive and negative ends are truly symmetric ("Very satisfied" through "Very dissatisfied," with a genuine neutral midpoint) rather than skewed toward one side.
A useful habit: read every question back and ask "does this word choice tell the respondent what answer I want?" If yes, rewrite it.