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

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118 ASKING QUESTIONS Checklist of Major Points 1. Make sure the attitudes you are measuring are clearly specified. 2. Decide on the critical aspects of the attitude to be measured, such as cognitive, evaluative, and behavioral components. Do not assume that these components must be consistent. 3. Measure the strength of the attitude by building a strength dimension into the question itself. Either ask separate questions about attitude strength or ask a series of independent questions, each of which reflects the general attitude. 4. Measure behavioral intentions either directly or by asking about the likelihood a respondent will engage in a behavior. For infrequent behaviors, likelihood measures are best; for frequent behaviors, direct measures are better. 5. Avoid double-barreled and one-and-a-half-barreled questions that introduce multiple concepts and do not have a single answer. 6. Whenever possible, separate the issues from the individuals or from the sources connected with the issues. 7. Consider using separate unipolar items if bipolar items might miss independent dimensions. 8. Recognize that the presence or absence of an explicitly stated alternative can have dramatic effects on response. 9. Specify alternatives to help standardize the question. 10. Pretest new attitude questions to determine how respondents are interpreting them. Using split ballots in pretests is highly desirable. 11. Ask the general question first if general and specific attitude questions are related. 12. Ask the least popular item last when asking questions of differing degrees of popularity involving the same underlying value.
ASKING QUESTIONS ABOUT ATTITUDES AND BEHAVIORS 119 13. Ask exactly the same questions in all time periods, if at all possible, when attempting to measure changes in attitude over time. Identifying the Object of the Attitude Attitudes do not exist in the abstract. They are about or toward something. That something is often called the attitude object. The object of attitudes can be practically anything. It can range from being quite specific (such as the President or cornflakes) to quite abstract and general (such as civil liberties or the right to privacy). As with all questions, the cardinal rule is to ask what you want to know, not something else. With attitudes, however, it is more difficult to know what you want to know because the attitude object is often ambiguous or illdefined. The context in which questions are asked has a greater impact on attitude measurement than on behavior questions because the meaning of the questions may be strongly influenced by the context in which they appear. Even preserving the exact wording of an individual question may not be enough to guarantee that two questionnaires are comparable; other questions in the questionnaires may alter the perceived meaning of the questions. The first step in formulating attitude questions is to make sure you know and clearly specify the attitude object. In other words, be clear about what your research question is and what you are trying to find out. In many instances, that requires considerable thought and articulation. For example, consider the following question: “Do you think the government is spending too much, about enough, or too little on homeland defense?” What is the attitude object to which this question refers? One might say at first glance that it refers to government policy toward homeland defense, but which government—federal government, state government, or local government? What is meant by “homeland defense”? Does it include only defense against attack by terrorists?
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Asking Questions The Definitive Gui
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Norman M. Bradburn Seymour Sudman B
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Copyright © 2004 by John Wiley & S
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viii CONTENTS 12. Asking Questions
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Preface This book is a revised and
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PREFACE xiii trate some of the subt
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The Authors Norman M. Bradburn (Ph.
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Asking Questions
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Chapter One The Social Context of Q
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THE SOCIAL CONTEXT OF QUESTION ASKI
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Chapter Two Asking Nonthreatening Q
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ASKING NONTHREATENING QUESTIONS ABO
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Figure 2.4. Household Health Diary.
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Source: U.S. Bureau of the Census,
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ASKING AND RECORDING QUESTIONS 169
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180 ASKING QUESTIONS 2. Consider wh
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182 ASKING QUESTIONS Figure 6.2. Qu
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184 ASKING QUESTIONS Specific knowl
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186 ASKING QUESTIONS question. Anot
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192 ASKING QUESTIONS Resident Infor
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194 ASKING QUESTIONS It must be rec
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196 ASKING QUESTIONS Figure 6.10. Q
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198 ASKING QUESTIONS Figure 6.11. S
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200 ASKING QUESTIONS Figure 6.11. S
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202 ASKING QUESTIONS question indic
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204 ASKING QUESTIONS state or count
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206 ASKING QUESTIONS respondents wi
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208 ASKING QUESTIONS answers, most
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210 ASKING QUESTIONS on the Web sin
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Chapter Seven Asking Questions that
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ASKING QUESTIONS THAT EVALUATE PERF
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• Depends heavily on employee’s
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244 ASKING QUESTIONS make a particu
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246 ASKING QUESTIONS on demographic
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248 ASKING QUESTIONS Table 8.1. Eig
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250 ASKING QUESTIONS domain and rel
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252 ASKING QUESTIONS Seven Steps to
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254 ASKING QUESTIONS the frequency
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256 ASKING QUESTIONS The fourth ste
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258 ASKING QUESTIONS empty cells. I
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Chapter Nine Asking Standard Demogr
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ASKING STANDARD DEMOGRAPHIC QUESTIO
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Chapter Ten Organizing and Designin
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ORGANIZING AND DESIGNING QUESTIONNA
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Fill- Ins Easily done with a Possib
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Chapter Eleven Questionnaires from
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QUESTIONNAIRES FROM START TO FINISH
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Chapter Twelve Asking Questions FAQ
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ASKING QUESTIONS FAQS 325 tain you
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Do you own an IBM-type of PC? Yes
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ASKING QUESTIONS FAQS 329 Ranking q
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ASKING QUESTIONS FAQS 331 guish bet
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ASKING QUESTIONS FAQS 333 activitie
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336 BIBLIOGRAPHY AND RECOMMENDED RE
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348 GLOSSARY object. The term belie
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350 GLOSSARY are entered directly i
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352 GLOSSARY the sex of the respond
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354 GLOSSARY of an IBM card is a on
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356 GLOSSARY individual difference
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358 GLOSSARY overreporting, underre
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360 GLOSSARY because of illness or
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362 GLOSSARY response effect A gene
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364 GLOSSARY questionnaires list th
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Index A Ability, measuring, 197-202
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INDEX 369 Denver, 86; Community che
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INDEX 371 Library card ownership, 8
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INDEX 373 preferences, 167-168; thr
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Appendix A List of Academic and Not
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APPENDIX A 377 Phoenix, AZ 85003-17
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APPENDIX A 379 Fax: 310-206-4453 E-
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APPENDIX A 381 800 Florida Ave., N.
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APPENDIX A 383 E-mail: jbason@arche
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APPENDIX A 385 Phone: 312-996-5300
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APPENDIX A 387 Phone: 785-532-5510
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APPENDIX A 389 Center for the Study
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APPENDIX A 391 Ann Arbor, MI 48106-
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APPENDIX A 393 731 Oldfather Hall L
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APPENDIX A 395 New York Marist Coll
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APPENDIX A 397 Cornell University I
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APPENDIX A 399 225 South Main St. A
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APPENDIX A 401 121 University Pl. P
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APPENDIX A 403 South Dakota Busines
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APPENDIX A 405 Public Policy Resear
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APPENDIX A 407 E-mail: sesrc@wsu.ed
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APPENDIX A 409 England National Cen
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412 APPENDIX B PLEASE CIRCLE ONE CO
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414 APPENDIX B 14. Who purchased th
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416 APPENDIX B 23. What racial/ethn
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Faculty Retention Survey December 2
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2. Professional Life Important to y
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4. Environment Important to you Imp
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Appendix D Kinko’s: Open-ended Se
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