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

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128 ASKING QUESTIONS Figure 4.2. Two Formats for Measuring Attitude Toward Free Speech (Abbreviated Questions). LIKERT FORMAT Please tell me how strongly you agree or disagree with the following statements. Do you agree strongly, agree somewhat, disagree somewhat, or disagree strongly that . . . 1. Communists should be allowed to teach in school. 2. People should be allowed to make speeches supporting the view that whites are genetically superior to other races. 3. Books advocating the violent overthrow of the government should be banned from public libraries. GUTTMAN FORMAT Consider a person who believes that whites are genetically superior to all other races. If such a person wanted to make a speech in your community claiming that whites are genetically superior to blacks, should he be allowed to speak or not? Yes, allowed Not allowed Don’t know Should such a person be allowed to teach in a college or university or not? Yes allowed Not allowed Don’t know If some people in your community suggested that a book he wrote which said that whites were genetically superior should be taken out of your public library, would you favor removing this book or not? Favor Not favor Don’t know
ASKING QUESTIONS ABOUT ATTITUDES AND BEHAVIORS 129 It is beyond the scope of this book to deal in detail with these models, but it is important to know that explicit measurement models often provide criteria to help measure attitude. Working back and forth between pretesting questions and testing responses against an explicit measurement model can greatly aid in the development of valid attitude scales. Consult one of the references listed at the end of the chapter for more information about measurement models. Many researchers create scales without properly testing whether the scales meet statistical criteria for a good scale. Researchers are well advised to explicitly articulate the measurement model they are using and to get appropriate statistical consulting advice when they are in doubt about how to refine and test their scaling procedures. Asking Behavioral Intention Questions There is often an assumed relationship between attitudes and behaviors. That is, people are asked attitude questions about products because their attitudes might reflect what they buy, and people are asked their opinions about political candidates because their answers might reflect how they will vote. When behavior is impossible to measure, such as when it relates to an unreleased new product or an upcoming presidential campaign, we often use attitude measures as a surrogate for behavior. A basic and frequently useful conceptualization of the attitudebehavior connection uses the intermediate step of behavioral intentions. This view basically contends that attitudes are related (to some extent) to behavioral intentions, and these intentions are, in turn, related to actual behavior (see Figure 4.3). Certainly there are a lot of other factors in the equation. In the final analysis, however, a good predictor of behavior is the consistency of behavioral intentions and attitudes toward the object. For instance, respondents’ attitudes toward a soft drink might be related to their intentions to buy that soft drink within the next week, and these intentions might be related to actual purchase.
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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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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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