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

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xiv PREFACE In this book we have distilled a vast amount of methodological research on question asking to give practical advice informed by many years of experience in a wide variety of survey research areas. But much is still not known. We caution readers seeking advice on how to write the perfect questionnaire that perfection cannot be guaranteed. For readers who wish to do additional research in questionnaire design, much interesting work remains to be done. Acknowledgments While we were in the process of writing this new edition, Seymour Sudman died tragically. His vast knowledge of the research literature, deep experience, and wise judgment continue to enrich this volume. We miss him greatly. This edition builds on its predecessor and all those who contributed to it. We are indebted to many colleagues at the Survey Research Laboratory (SRL), University of Illinois, and at the National Opinion Research Center (NORC), University of Chicago. <strong>The</strong>se colleagues include Herbert Jackson, who compiled the material for Chapter Twelve, and Matthew Cheney, Sarah Jo Brenner, and Martin Kator, who helped in manuscript preparation by compiling and summarizing recently published findings in the area of survey design. At Jossey-Bass, Seth Schwartz and Justin Frahm: We are grateful for their patience with the sometimes distracted authors and for their inventive solutions to the inevitable challenges that arose in turning a manuscript into an aesthetically pleasing book. Readers, as do we, owe them all a deep debt of gratitude. Norman Bradburn Arlington, Virginia Brian Wansink Urbana, Illinois August 2003
<strong>The</strong> Authors Norman M. Bradburn (Ph.D. Harvard University, 1960) is the Margaret and Tiffany Blake Distinguished Service Professor emeritus in the Department of Psychology and the Harris Graduate School of Public Policy Studies at the University of Chicago. He has written widely, often with Seymour Sudman, on topics in survey methodology. He was a pioneer in the application of cognitive psychology to the design of survey questionnaires. For a number of years, he was the director of the National Opinion Research Center at the University of Chicago. He is currently the assistant director for social, behavioral, and economic sciences at the National Science Foundation. Seymour Sudman (Ph.D. University of Chicago, 1962) was the Walter H. Stellner Distinguished Professor of Marketing at the University of Illinois (Urbana-Champaign) from 1968 until his death in 2000. Through a lifetime of active research, he contributed immeasurably to the area of survey design, sampling, and methodology. He was actively involved in providing guidance to the U.S. Census Bureau, and he served as deputy director and research professor of the Survey Research Laboratory at the University of Illinois. Brian Wansink (Ph.D. Stanford University, 1990) is the Julian Simon Research Scholar and professor of marketing, of nutritional science, of advertising, and of agricultural and consumer economics at the xv
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Page 10 and 11: viii CONTENTS 12. Asking Questions
Page 13 and 14: Preface This book is a revised and
Page 15: PREFACE xiii trate some of the subt
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Page 23 and 24: Chapter One The Social Context of Q
Page 25 and 26: THE SOCIAL CONTEXT OF QUESTION ASKI
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ASKING NONTHREATENING QUESTIONS ABO
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Source: U.S. Bureau of the Census,
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80 ASKING QUESTIONS e. The Sealed B
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82 ASKING QUESTIONS asking about te
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84 ASKING QUESTIONS Figure 3.2. Que
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86 ASKING QUESTIONS into a car, mig
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88 ASKING QUESTIONS relationship be
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90 ASKING QUESTIONS from 55 percent
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92 ASKING QUESTIONS Illegal Drug Us
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94 ASKING QUESTIONS drinkers—may.
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100 ASKING QUESTIONS It must be rec
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102 ASKING QUESTIONS To illustrate
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104 ASKING QUESTIONS This applies t
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106 ASKING QUESTIONS When some resp
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108 ASKING QUESTIONS drinking quest
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110 ASKING QUESTIONS them less thre
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112 ASKING QUESTIONS Determining th
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114 ASKING QUESTIONS carefully for
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Chapter Four Asking Questions About
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ASKING QUESTIONS ABOUT ATTITUDES AN
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Chapter Five Asking and Recording O
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ASKING AND RECORDING QUESTIONS 153
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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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