Consider your survey audience.

Beware of concepts that are cultural and likely to misunderstood by people of a different religion, background, nationality, etc.

For example, be careful when using idioms and local terms that people from different parts of the world will not understand. Consider the terms "Skid Road", "Lotus Land", and "Canuck" these all have meaning to most people in Vancouver, Canada, yet the terms have little meaning (or perhaps a totally different meaning!) to many people outside of Vancouver.