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

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148 ASKING QUESTIONS Putting the general question first also makes it easier for others to compare their data with yours. Unintentionally Activating Norms and Values that Cause Biases Many questions ask about attitudes that are grounded in values or norms. Posing questions that engage the same or similar values may activate thoughts about those values that then influence responses to subsequent questions. We mentioned earlier that there is a general tendency for respondents to be consistent in their attitudes. This is particularly true with value-based questions. The placement of questions relative to one another may increase or decrease the cues for such value consistency. A well-known study by Cantril (1944) showed that questions about respondents’ willingness to allow Americans to enlist in the British and German armies before 1941 was affected by the order in which the questions were asked. A higher proportion of respondents were willing to allow Americans to enlist in the German army when this question followed a similar question about enlisting in the British army than when it occurred in a reverse position. Similar order effects were reported by Hyman and Sheatsley (1950) regarding reciprocity between the Soviet Union and the United States in the free exchange of news. Recent studies have shown similar effects in questions about trade deficits and import quotas. In these situations, questions involving the same underlying value (reciprocity) are asked about objects with differing degrees of popularity. When the more popular item comes first, it appears to have the effect of heightening the value, so that it applies in the second and less powerful instance. There is no reciprocal effect when reversed, however. In this case, the rule is the opposite from that with general and specific items. It is best to ask the question that has the highest level of support first since it will not be affected by the order, but will acti-
ASKING QUESTIONS ABOUT ATTITUDES AND BEHAVIORS 149 vate consideration of the underlying value and make respondents think more about the implications of their answers for their value consistency. Cautionary Note At the beginning of this chapter we advised the writer of attitude questions to borrow questions (with credit) that have been used in other questionnaires. We end the chapter on a note of caution. Because many questions are susceptible to order effects, you must pay considerable attention to the order in which the borrowed questions were originally used, particularly if you are interested in trend data. The use of identically worded questions in different orders may have the effect of nullifying the advantage of using the same question. Identically worded questions may not have the same meaning to respondents when they appear in different contexts. Summary Attitude questions are highly susceptible to the wording that is used, especially if the questions are not very salient to respondents. In this chapter we discussed the basic preparation that should precede the writing of new questions. Using existing questions and scales is usually desirable, although you should be alert to possible context effects when comparing results. There are two important points about measuring behavioral intentions. First, attitude measures will not always be sensitive enough to measure behavioral intentions, particularly when all attitudes are highly favorable. Second, usage intentions can be measured through likelihood estimates or through frequency estimates, and each measure is effective under different circumstances. Frequent behaviors are most accurately measured using frequency estimates. Infrequent behaviors are most accurately measured using likelihood estimates We stressed that both you and the respondent must understand the attitude object and that you should avoid multiple concepts in
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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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96 ASKING QUESTIONS Figure 3.8. Que
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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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