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

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210 ASKING QUESTIONS on the Web since the respondent will have the chance to look up the correct answer or to consult with others. Knowledge questions can be asked on the phone as well as face-to-face since the phone conversation prevents the respondent from seeking outside help. There are a few exceptions to this rule. The easiest knowledge question (“Have you heard or read about . . . ?”) can be asked on a self-administered survey, although questions used to screen out respondents who do not know enough to have an informed opinion cannot be used on a self-administered survey. Some questions that appear to be asking for attitudes but really are trying to tap into knowledge (such as the Wechsler items in the section on “Measuring Ability”) can also be successful in selfadministered versions. Finally, for purposes of obtaining information by using key informants in companies or communities, self-administered forms can be superior to personal interviews. In this situation, it may be desirable for the respondent to consult records and to discuss the questions with others. The resulting answers are likely to be more complete than immediate answers given in a personal interview. Summary Knowledge questions are used to evaluate educational achievement, to design and implement information programs or advertising campaigns, to determine public awareness of current issues and people, to measure ability, and to obtain community information. Knowledge questions vary in difficulty. The easiest questions ask whether a respondent has heard or read about a topic; the most difficult require detailed numerical information. Questions that are too easy or too difficult do not differentiate between respondents. Questions may also vary from the standard format of verbal questions by using pictures, maps, music and other sounds, or other physical objects. Most knowledge questions are asked in face-toface or telephone interviews, but in selected cases they may be asked in self-administered interviews.
ASKING QUESTIONS THAT MEASURE KNOWLEDGE 211 Topics discussed in this chapter include procedures for reducing threat, guessing, and the overclaiming of knowledge; ways of asking numerical questions; and procedures for increasing reliability by using multiple knowledge questions or multiple informants. Additional Reading There has been little formal research on use of knowledge questions in surveys. As may be evident from the examples in this chapter, the Gallup organization has been and continues to be one of the major users of such questions. Printed references to the collection of Gallup questions (Gallup, 2002, and earlier years) and the current Gallup Web site (www.gallup.com) can be used to find examples of knowledge questions and other types of questions. For detailed information on the National Assessment of Educational Progress as well as questions that have been used, consult the Web site of the National Center for Education Statistics (www.nces.ed. gov/nationsreportcard/). For information on the use of data from key informants, see Side by Side (Bradburn, Sudman, and Gockel, 1971b). For methodological assessment of these data, see “A Methodological Assessment of the Use of Key Informants” (Houston and Sudman, 1975). For information on the use of knowledge questions to predict survey interviewer success, see Reducing the Cost of Surveys (Sudman, 1967, Chapter Eight).
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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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Chapter Five Asking and Recording O
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ASKING AND RECORDING QUESTIONS 153
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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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