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

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188 ASKING QUESTIONS Figure 6.6. Questions About Health Knowledge, continued. 6. Do you think cancer is curable? Yes, is No, is not No opinion 7. Do you think cancer is contagious (catching)? Yes, is No, is not No opinion 8. Do you happen to know any symptoms of cancer? What? 9. In your opinion, are there substantial risks with using the birth control pill? 10. As I read some statements, please tell me whether you agree strongly, agree somewhat, disagree somewhat, or disagree strongly with each one: a. A person who drinks only wine and beer cannot become an alcoholic. b. The use of alcohol by pregnant women can cause birth defects. c. Alcoholism is a disease. d. A recovered alcoholic can safely return to moderate drinking. e. No one who drinks is immune from alcoholism. f. Alcoholism may be hereditary. Source: Q.1–Q.4, Survey Research Laboratory, 1977; Q.5–Q.10, Gallup, 1985, 1987. Information on Products and Manufacturers Figure 6.7 shows two questions (taken from Payne, 1951) about products and companies. The first provides the respondent with the name of the company and asks for the names of products that company makes. The other provides the name of the brand and asks for the name of the company. These questions might be asked in studies of attitudes toward a company or brand. These attitudes, as with attitudes on public issues, would depend on knowledge about the company. Although there is nothing specifically unique about the way these questions are asked, they represent a sizeable percentage of
ASKING QUESTIONS THAT MEASURE KNOWLEDGE 189 the types of questions asked in company-sponsored survey research. Answers to these questions are typically linked to behavior to determine how knowledge about a brand or product category is linked with usage frequency or price sensitivity. This is examined in detail in Consumer Panels (Sudman and Wansink, 2002). Community Informants In a study of integrated neighborhoods and their characteristics, it was important to obtain information about major neighborhood institutions, such as schools and churches, as well as information on community history. Figure 6.8 gives examples of the kinds of questions asked of community representatives, or community informants. In this study, four community representatives—a school leader, a church leader, a community organization leader, and a leading real estate broker—were asked the same set of questions. As might be expected, not all four informants gave identical answers, but the mean or modal response was used to characterize the neighborhood for further analysis. Most of the information obtained from community informants could not have been obtained in any other way. Published sources were not available or were out of date. Not all community informants were equally knowledgeable. As one might expect, the school leaders knew more about the schools, the church leaders more about churches, and so on. Nevertheless the consensus data were very useful. Figure 6.7. Questions About Products and Companies. 1. What are the brand or trade names of some of the products the (Name) company makes? 2. Will you tell me what company you think makes Frigidaire refrigerators? Source: Payne, 1951.
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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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ASKING QUESTIONS ABOUT ATTITUDES AN
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Page 157 and 158: ASKING QUESTIONS ABOUT ATTITUDES AN
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ASKING QUESTIONS THAT EVALUATE PERF
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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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