Publishing as a word document

Storyline uses the official Slide Title as the question in a graded-question slide (standard or Freeform). That's what is submitted to an LMS/LRS. And that is what it shows as the question when you publish to Word.

The official title is what appears in the Slide Title field under the slide's thumbnail in the Scenes panel. By default, anything entered in a Title placeholder automatically appears there, too. However, if you edit the Slide Title field, that breaks the connection. 

In a Slide Master Question layout, the Title placeholder is used for entering the question. Thus, that text gets entered as the official Slide Title.

Bottom line: If you want the published Word file to show the text of the questions, the questions need to be entered in a Title placeholder or directly into the Slide Title field.