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

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130 ASKING QUESTIONS Figure 4.3. Behavioral Intentions Can Link Attitudes and Behaviors. Attitude Behavioral Intentions • Likelihood • Frequency Behavior Similarly, one’s attitude toward exercising and eating less might be related to the intention to “lose ten pounds before my high school reunion,” and this intention is likely to be related to actual weight loss. Although a number of other factors make these relationships imperfect, it is often believed there is a general mapping from one’s attitude to behavioral intentions. One important reason for measuring behavioral intentions (instead of just attitudes) is that behavioral intentions can help differentiate between people who choose an endpoint on a scale. For instance, if two people really like a product and rate it as a 9 on a 9-point scale, there is no way to determine whether one plans to consume the product three times or thirty times within the next year. Behavioral intention questions can be used to estimate how likely one is to perform a behavior (buy a car in the next year, or donate money to a presidential candidate’s campaign). They can also be used to estimate how frequently one is likely to perform a behavior (exercise in the next year, call long distance in the next month), and so forth. Both are of interest in a number of cases. In this section we will discuss how and when it is important to ask one type of question versus the other. Asking Likelihood Questions Regarding Incidence “Do you plan on buying a new car in the next year?” This is an incidence question that does not focus on how many cars that person will purchase in the next year, but instead focuses on how likely the respondent is to buy a car. The two most common types of behav-
ASKING QUESTIONS ABOUT ATTITUDES AND BEHAVIORS 131 ioral intention questions are yes-no questions and likelihood questions. Consider the following two examples. 1. Will you buy a new car within the next 12 months? Yes No 2. How likely are you to buy a new car within the next 12 months? Not Very Likely 1— 2 — 3 — 4 — 5 — 6 — 7 — 8 — 9 Very Likely In telephone and electronic surveys, yes-no questions are frequently asked. This type of question is primarily useful as a screening question. These yes-no behavioral intention questions provide very specific answers that can be translated into hard data estimates (“21% will buy a car within the next year”). Unfortunately, these percentages are likely to be in error. Because yes-no questions force all undecided people to choose either yes or no, the data are noisy and often inaccurate. Likelihood questions avoid this problem. With likelihood questions, respondents who are somewhere in the middle can answer somewhere in the middle. For academic researchers, likelihood questions have the advantage of providing reasonably high levels of discrimination. For practitioners, they have the disadvantage of not being able to readily transform the responses into percentages or projections. That is, it is much more satisfying (and seemingly more definite) to say “21% of the respondents will buy new cars in the next twelve months” than to say “on a likelihood scale of 1 to 9, the average reported likelihood of buying a new car within the next twelve months is 4.1.” One solution to this dilemma is to ask respondents the yes-no question and then ask them a likelihood question. The yes-no question can be used in summary measures and the likelihood question can be used to weight the estimates or statistically adjust the data to improve the estimates. For instance, people can be asked (yes or no) if they think they will eat at a fast-food (quick service) restaurant in the next week. They can then be asked to estimate how likely they think they are to eat there. Two people can answer “yes”
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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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