Measurement errors arising from presentation aspects of a survey are detected and can be corrected, based upon responses from a selected set of respondents to different survey presentations. The survey presentations are different not in their information content, but in their presentation, such as using a different order of questions. An alternative presentation or presentations for the survey can be derived such that the measurement error is reduced. Accordingly, an “unbiased” survey can be designed in the pre-deployment phase, or measurement errors can be detected and corrected during the deployment phase.