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

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250 ASKING QUESTIONS domain and relates closely to consumer behavior and to trends (Kamakura and Novak, 1992). Consistent with research on values in social psychology, the LOV approach focuses on psychographic segments that are composed of different empirically validated constructs such as self-respect; security; warm relationships; sense of accomplishment; self-fulfillment; being well respected; sense of belonging; and sense of fun, enjoyment, or excitement (Weinstein, 1994). What Psychographic Questions Should I Ask? There are two basic approaches to deciding what psychographic measures to use. One involves using previously validated items, and the second involves developing situation-specific items. The most easily justified (but perhaps less creative) way to approach psychographic or individual difference measures is to use those that have been validated in the literature and are known to be related to whatever is being studied. The advantage to this approach is that the original scales can be used, they will have been validated, and there will be some notion as to what one might expect. Table 8.3 gives a small sample of some individual difference measures that have been shown to successfully differentiate be- Table 8.3. Some Examples of Individual Difference Variables. Need for cognition Aggression Need Achievement Self-centered Motivation Innovator Moral Judgment Rational Suggestibility Impulsivity Masculinity-Femininity Detail-oriented Anxiety Need Affiliation Involvement Prevention-focused Emotional Risk Taking Self-monitoring Need for Approval Dogmatisms Dependency Curiosity Problem-solving Popularity Health-conscious Introverted Social Desirability Obsessive Conformity Locus of Control Delay of Gratification
ASKING PSYCHOGRAPHIC QUESTIONS 251 tween different behaviors in various fields. All of these characteristics have scales associated with them that can be easily adapted to different uses. As shown in the example that follows, questions are most often asked as either Likert questions or semantic differential questions. 1. I consider myself to be detail-oriented. 1 — 2 — 3 — 4 — 5 — 6 — 7 — 8 — 9 Strongly Disagree Strongly Agree 2. I consider myself to be . . . 1 — 2 — 3 — 4 — 5 — 6 — 7 — 8 — 9 Not Detail-Oriented Detail-Oriented Another approach is to force people to rank a set of statements from most to least agreement in order to suppress “yea-saying.” This ranking approach can also force discrimination among items that might otherwise have been marked on the same scale position. When rating measures are taken, people are usually divided into high and low categories based on median splits or into top-third and bottom-third splits. Although the two questions noted in the example use 9-point scales, 4-point scales are often seen (recall the VALS example) and may be more appropriate for verbal and electronic formats. More discussion of this can be found at the end of this chapter and in the discussion of response formats in Chapter Five. There are additional ways to ask psychographic questions. Some researchers prefer to present two personality or AIO statements to respondents and ask them to indicate which comes closer to their views. Other researchers prefer to ask respondents to rank a set of statements from most to least agreement. These alternatives can force discrimination among items that might otherwise be marked at the same scale position. But they are often difficult to administer and difficult for respondents to handle.
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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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198 ASKING QUESTIONS Figure 6.11. S
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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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