Will the voters of the U.K. decide to leave the EU?
It may just depend on who's asking.
Subtle differences in the phrasing of a question or the response options can have significant effect on polling results. Specific wording on a ballot has stirred debates on issues ranging from legalizing marijuana to same-sex marriage. One ballot question ended up in court in California following disagreements over the language used.
"Frames have consequences," Gail Fairhurst, author of "The Power of Framing" told CNBC. "Mentioning only one side of the debate implicitly marginalizes the other side, treating it as a less than equal alternative."
Social scientists often refer to it as framing theory and have researched how something is presented will influence the choices people make about how to process the information.