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

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248 ASKING QUESTIONS Table 8.1. Eight Psychographic Segments Used by VALS. FULFILLEDS mature, responsible, well-educated professionals; well informed about world events; open to new ideas and social change; have high incomes and are value-oriented. BELIEVERS conservative, predictable consumers favoring American products and established brands; have modest incomes; lives centered on family, church, and community. ACHIEVERS successful, work-oriented people deriving satisfaction from their jobs and their families; politically conservative and respect authority; favor established products that showcase their success. STRIVERS values similar to achievers but have fewer resources available; style and appearance are important to them as they strive to emulate the people they wish they were. EXPERIENCERS youngest segment with lots of energy to pour into physical and social activities; avid consumers who spend heavily. MAKERS practical people who value self-sufficiency; focused on family, work, and recreation with little interest in the outside world; unimpressed by material possessions. STRUGGLERS lowest income and minimal resources; within their limited means, they are brand-loyal consumers; struggle to make ends meet. ACTUALIZERS highest incomes and maximum resources; high self-esteem; image is important as an expression of their taste, independence, and character; tastes lean toward the finer things in life. Source: SRI Consulting Business Intelligence, http://www.sric-bi.com/VALS/
ASKING PSYCHOGRAPHIC QUESTIONS 249 Table 8.2. Examples of Psychographic Questions Used in Constructing VALS Profiles. 1. I am often interested in theories. 2. I like outrageous people and things. 3. I like a lot of variety in my life. 4. I love to make things I can use everyday. 5. I follow the latest trends and fashions. 6. Just as the Bible says, the world literally was created in six days. 7. I like being in charge of a group. 8. I like to learn about art, culture, and history. 9. I often crave excitement. 10. I am really interested only in a few things. 11. I would rather make something than buy it. 12. I dress more fashionably than most people. 13. The federal government should encourage prayers in public schools. 14. I have more ability than most people. 15. I consider myself an intellectual. 16. I must admit that I like to show off. 17. I like trying new things. 18. I am very interested in how mechanical things, such as engines, work. 19. I like to dress in the latest fashions. 20. There is too much sex on television today. 21. I like to lead others. 22. I would like to spend a year or more in a foreign country. 23. I like a lot of excitement in my life. 24. I must admit that my interests are somewhat narrow and limited. 25. I like making things of wood, metal, or other such material. 26. I want to be considered fashionable. 27. A woman’s life is fulfilled only if she can provide a happy home for her family. 28. I like the challenge of doing something I have never done before. 29. I like to learn about things even if they may never be of any use to me. 30. I like to make things with my hands. 31. I am always looking for a thrill. 32. I like doing things that are new and different. 33. I like to look through hardware or automotive stores. 34. I would like to understand more about how the universe works. 35. I like my life to be pretty much the same from week to week. Source: SRI Consulting Business Intelligence, http://www.sric-bi.com/VALS/
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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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180 ASKING QUESTIONS 2. Consider wh
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182 ASKING QUESTIONS Figure 6.2. Qu
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184 ASKING QUESTIONS Specific knowl
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186 ASKING QUESTIONS question. Anot
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192 ASKING QUESTIONS Resident Infor
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194 ASKING QUESTIONS It must be rec
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196 ASKING QUESTIONS Figure 6.10. Q
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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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