Asking Questions - The Definitive Guide To Questionnaire Design ...

ASKING THREATENING QUESTIONS ABOUT BEHAVIOR 91
Figure 3.6. Survey of Traffic Violations.
1. There are some questions that are asked in survey research that are too
difficult to ask directly because many people think they are too personal.
While it is understandable that people feel this way, there is a real need
for information for the population as a whole. We now have a way that
makes it possible for people to give information, without telling anyone
about their own situation. Let me show you how this works: we will use
the next question I have here as an example. (Hand R. Card F.) As you see,
there are two questions on the card. One deals with the “real” question
that the research is concerned with; the other is completely unrelated.
Both questions can be answered “yes” or “no.” One of the two questions
is selected by chance and you answer it. (I’ll show you how that works
in a minute.) I do not know which questions you are answering. . . .
(Hand R. box.) It is very simple, as you will see. You use this little plastic
box. Notice that the box has red and blue beads in it. By shaking the
box, you can get one of those beads to show in the little “window” in
the bottom corner of the box. Try it. (Encourage R. to “play with” the box
a little, to get used to it.) Okay. Now you’ll notice that one of the questions
on the card has a red circle next to it, and one has a blue circle. The
question that you answer is selected by chance. Shake the box again and
look at the color of the bead that shows in the window now—don’t tell me
what color it is. If the bead is blue, you answer the “blue circle” question
on the card; if the bead is red, you answer the “red circle” question. I
can’t see which bead is in the window; and you don’t tell me which
question you are answering. Just tell me if your answer is “yes” or “no.”
CARD F. (Red) Have you received a ticket for parking in the last twelve
months? (Blue) Is your birthday in the month of June?
2. (Hand R. Card G.) Please shake the box again and, using this card,
answer the question whose color matches the bead in the window.
Is your answer “yes” or “no”?
CARD G. (Red) Have you received a ticket for going through a red light in
the past 12 months? (Blue) Is your birthday in the month of July?
3. (Hand R. Card H.) Now shake the box again and, using this card,
answer the question whose color matches the bead in the window.
Is your answer “yes” or “no”?
CARD H. (Red) During the last 12 months, have you been charged by a
policeman for speeding? (Blue) Is your birthday in the month
of August?
4. (Hand R. Card I.) Now shake the box again. Use this card and answer the
question whose color matches the bead in the window. Is your answer
“yes” or “no”?
CARD I. (Red) During the last 12 months, have you been charged by
a policeman for driving under the influence of liquor? (Blue)
Is your birthday in the month of September?
Source: National Opinion Research Center, 1972, cited in Bradburn, Sudman, and Associates,
1979.