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

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164 ASKING QUESTIONS Figure 5.1. A Rating Thermometer. I’d like to get your feelings toward some of our political leaders and other people who are in the news these days. I’ll read the name of a person and I’d like you to rate that person using something we call the feeling thermometer. It is on Page 2 of your booklet. The feeling thermometer can rate people from 0 to 100 degrees. Ratings between 50 degrees and 100 degrees mean that you feel favorable and warm toward the person. Ratings between 0 degree and 50 degrees mean that you don’t feel favorable toward the person. Rating the person at the midpoint, the 50-degree mark, means you don’t feel particularly warm or cold toward the person. If we come to a person whose name you don’t recognize, you don’t need to rate that person. Just tell me and we’ll move on to the next one. The first person is Bill Clinton. Where on that feeling thermometer would you rate Bill Clinton? a. Bill Clinton b. Al Gore c. George W. Bush d. Pat Buchanan e. Ralph Nader f. John McCain g. Bill Bradley h. Joseph Lieberman i. Dick Cheney j. Hillary Clinton 100° Very Warm or Favorable Feeling 85° Quite Warm or Favorable Feeling 70° Fairly Warm or Favorable Feeling 60° A Bit More Warm or Favorable Than Cold Feeling 50° No Feeling at All 40° A Bit More Cold or Unfavorable Feeling 30° Fairly Cold or Unfavorable Feeling 15° Quite Cold or Unfavorable Feeling 0° Very Cold or Unfavorable Feeling Source: Burns and others, 2001.
ASKING AND RECORDING QUESTIONS 165 Visual aids are difficult for telephone interviewing, but it is possible to ask respondents to look at their telephone keypads and use the numbers on the keypad as a rating scale. They can be told that 1 represents the low point on the scale and 8 or 9 the other end of the scale. A nondigital clock or watch face might be another familiar graphic form that could be used. Blanks or Intervals? Researchers must decide what format of questionnaire they will use. Although the fill-in-the-blank version is generally preferable, if interval questions are used, appropriate intervals must be carefully established. Whereas frequency-related questions might use six categories (0, 1–2, 3–5, 6–10, 10–20, 20–30), a number of different intervals could be used (for instance, 0, 1–5, 6–10, 11–15, 16–20, 20–30). As pointed out in Chapter 4 (p.134) it is important to remember that zero must be its own separate category. It is also important to have some idea from pretests or other data what the distribution of frequencies is likely to be. Respondents use the range of frequencies presented in the response categories to form ideas about what the researcher believes the distribution to be. There is abundant evidence that the categories presented to respondents influence their responses and can alter substantially the frequency estimates based on the data. Using Rankings Sometimes you may be interested in the relative ranking of attributes or the rank ordering of preferences among different policy positions rather than in a respondent’s agreement or disagreement with particular opinions. Rankings are most easily done in written questionnaires, where respondents can see all the alternatives to be ranked and can fill in the rankings themselves. It is possible, however, to rank a small number of items in personal interviews. It is
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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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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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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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