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

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170 ASKING QUESTIONS Figure 5.5. Paired-Comparison Method of Ranking. 1. On balance which of these two groups do you think is making more effort to look after the environment? Business and industry People in general 2. And which of these two groups do you think is making more effort to look after the environment? Government Business and Industry 3. And which of these two groups is making more effort to look after the environment? People in general Government 4. And which of these two groups is making more efforts to look after the environment? Scientists People in general 5. And which of these two groups is making more efforts to look after the environment? Government Scientists 6. And which of these two groups is making more effort to look after the environment? Scientists Business and industry? Source: Adapted from GSS, 2000.
ASKING AND RECORDING QUESTIONS 171 are not so consistent as they appear to be. If inconsistencies in ranking appear through the use of the paired-comparison method, you can then follow up with questions about why the apparent inconsistency appears and thereby learn more about respondents’ attitudes. If the question concerns policy, further investigation may reveal subtleties of policy preferences that when taken together are not seen but that become apparent when judged two at a time. <strong>The</strong> paired-comparison method becomes unwieldy when a large number of items need to be compared. <strong>The</strong> number of comparisons increases geometrically with the number of alternatives. We suspect that four alternatives are about the maximum that can be used with the paired-comparison method in the normal survey situation. It is a method, however, that might be easier to use on the telephone than some of the straight ranking methods, since respondents have to keep only two things in mind at once. Using Lists Certain series of questions lend themselves to a list format. For example, respondents may be given a list of adjectives and asked to list the ones that they might use to describe themselves. Such a question is shown in Figure 5.6. In format A, a list of adjectives is given, and respondents are asked to circle as many as apply to themselves. In format B, respondents are asked to go through the list one by one and check whether each adjective describes them or does not describe them. Format A is adapted from a self-administered questionnaire given to college students. It is economical in format and allows the investigator to obtain a great deal of data in a small space. Although such a large number of adjectives is feasible in a self-administered questionnaire, it would be problematic in a personal interview. An interview situation would certainly require a card for respondents to look at while answering. Although format B appears to be somewhat more cluttered and less appealing on a self-administered questionnaire, it will produce better and more useful responses. With format A (“[Circle] as many
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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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114 ASKING QUESTIONS carefully for
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Chapter Four Asking Questions About
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Page 233 and 234: Chapter Seven Asking Questions that
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ASKING QUESTIONS THAT EVALUATE PERF
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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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