Professional Documents
Culture Documents
Questionnaire Design Spring2004
Questionnaire Design Spring2004
2) Those that ask about psychological states or attitudes 3) Those that ask about knowledge
Better question:
Now Im going to read a list of household appliances. As I read each one, please tell me whether or not your household has purchased this type of appliance new from the store during the past 6 months. How about a refrigerator? a kitchen range or oven? a microwave?
Better Question:
Compared to one year ago, are you now paying more, less, or about the same for a. auto insurance? b. life insurance?
Specify
Specify who, what, when, where and how.
For example, whose income? Whats included? Over what period of time? Example:
In 2002, what was your total household income, before taxes? Please count income from all members of your household, including wages from employment, disability, social security, and public aid.
More Clear:
Compared to your last neighborhood, do you now live closer to your family, are you further from your family, or are you about the same distance?
Social Desirability
Respondents will try to represent themselves to the interviewer in a way that reflects positively on them
As questions become more threatening, respondents are more likely to overstate or understate behavior, even when the best question wording is used
Mail questionnaires
Include a cover letter and contact information if the respondent needs help Use a booklet format
Easier to turn pages Prevents lost pages Permits double-page formats Looks more professional Include a title, graphic, name/address of sponsor on cover
Think-aloud interviews Revise/eliminate questions Prepare interviewer instructions for pilot test Pilot test (10-20 cases) Revise eliminate questions based on respondent & interviewer comments
17.
Pilot test again, if necessary Prepare final interviewer instructions Be prepared to modify questionnaires if interviewer training raises problems After interviewing is complete, debrief interviewers for potential problems Use experience from one study for future planning
Asking Questions: The Definitive Guide to Questionnaire design for Market Research, Political Polls, and Social and Health Questionnaires. San Francisco: Jossey Bass,
2004.