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

ASKING QUESTIONS THAT MEASURE KNOWLEDGE 183
general awareness of the issue, but much less specific knowledge.
The first question in Figure 6.3 asks whether respondents have
heard or read about the issue. Gallup has used the same wording for
almost every important public issue, so comparisons are possible
across issues.
In this instance, 81 percent of respondents reported that they
had heard or read about the issue, which is slightly higher than what
is typically found for similar types of events. Similar results were
obtained from Question 3, asked by the Pew Research Center for
the People and the Press. Instead of the Gallup format, Pew asked,
“How much, if anything, have you heard or read . . . ?” There did
not appear to be any clear advantage of either format over the other.
Figure 6.3. Questions About Biotechnology
and Genetic Engineering.
1. As you may know, some food products and medicines are being developed
using new scientific techniques. The general area is called “biotechnology”
and includes tools such as genetic engineering and genetic modification
of food. How much have you heard or read about this issue?
A great deal
Some
Not much
Nothing at all
2. As far as you know, do the stores where you shop for food sell fruits,
vegetables, or other foods that have been genetically altered, or not?
Yes (for sale)
No (not for sale)
Don’t know/refused
3. As you may know, some fruits and vegetables are being genetically
altered to make them taste better, last longer, or to increase crop yields.
How much, if anything, have you heard about this?
A lot
Some
Only a little
Nothing at all
Source: Q.1, Gallup, Mar. 2000; Q.2 and Q.3, Pew Research Center for the People and the
Press, Dec. 1999, cited in Shanahan, Scheufele, and Lee, 2001.