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

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146 ASKING QUESTIONS questions. So, too, the order of questions provides a context within which questions are answered. Questions that are quite closely related tend to increase the saliency of particular aspects of the object. For example, in an early study by the American Marketing Association (1937), the placement of questions seemed to influence women’s attitudes toward advertising. When questions about advertising followed questions about dress advertising, women’s attitudes toward advertising were more positive than when general advertising questions preceded the dress questions. The explanation for this finding was that women tended to think about all types of advertising when the questions were not preceded by a more narrowly defining set of questions about dress advertising. Since women’s attitudes toward dress advertising were more favorable than toward other types of advertising, they responded more favorably to advertising questions when earlier questions directed their attention toward dress advertising. General and Specific Questions Frequently we are interested in asking about attitudes toward some general object and then following up with questions about more specific aspects of that object. For instance, we might be interested in respondents’ attitude toward abortion in general, and also about abortion in particular circumstances. When a general question and a more specific-related question are asked together, the general question is affected by its position, whereas the more specific question is not. An example is two questions of this sort that appeared in the 1975 General Social Survey: “Taking things all together, how would you describe your marriage? Would you say that your marriage is very happy, pretty happy, or not too happy?” “Taken all together, how would you say things are these days? Would you say that you are very happy, pretty happy, or not too happy?”
ASKING QUESTIONS ABOUT ATTITUDES AND BEHAVIORS 147 The results of a split-ballot experiment (where the order of such questions was rotated) indicated that responses to the more general question relating to overall happiness was affected by the order of the questions, but the specific question on marriage happiness was not. (Of course, only respondents who were currently married were asked both questions.) One explanation for these findings is that when the general question comes first, it is answered in terms of one’s whole life, including marriage. In contrast, when the more specific question about marriage happiness comes first, the overall happiness question is interpreted as referring to all other aspects of life except marriage. It is as if respondents, already having been asked the question about marriage happiness, were excluding this part of their lives from further consideration. Schuman, Presser, and Ludwig (1981) have reported similar findings for general and specific attitude items relating to abortion. Although it is consistently found that only the general question is influenced by placement, the direction of the effect is not consistent and varies from question to question. In general, the direction of the effect appears to depend on the relation of the thoughts that are triggered by the specific question and how respondents interpret these as they answer the subsequent general question. If the specific question triggers positive associations, it appears to increase positive responses to the general question. If the thoughts aroused by the specific question are negative, the effect appears to be negative. The specific question may narrow the interpretation to the meaning of the general question and have a corresponding effect on answers to the general question. Although you may be able to predict the direction of the change by knowing whether the answers to the specific question tended to be positive or negative, splitballot experiments are necessary to answer the question definitively. Because you may be interested in comparing the answers of general questions to data from other surveys (for instance, to compare effects across time), it is usually best to put a general question first so that responses are not influenced by the more specific questions.
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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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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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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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