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

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256 ASKING QUESTIONS The fourth step involved developing the questionnaire. In all, the background literature, the waitress interviews, and the in-depth interviews suggested a number of personality characteristics or constructs that might differentiate each of the eight types of soup lovers. (See Figure 8.1 for a partial list.) For each of these criteria, measures were found in the literature or were formed on the basis of qualitative research or through the insights of the inside sources (the waitresses). The completed questionnaire was pretested, and the final (reduced) version was next used on a sample of 1,002 North American adults. Figure 8.1 gives an idea of what types of variables related most strongly to which type of soup user. Figure 8.1. Lifestyle and Personality Variables Used to Differentiate Soup Preferences. Lifestyle Active Lifestyle (Vegetable) • I am outdoorsy • I am physically fit • I am a workaholic • I am socially active Family Spirited (Chicken Noodle) • I am family-oriented • I am a churchgoer • I am pretty traditional Homebody (Tomato) • I enjoy spending time alone • I am a homebody • I am a good cook • I am a pet lover Intellectually Stimulated Pastimes (French Onion) • I am a technology whiz • I am a world traveler • I am a book lover Personality Mentally Alert (Clam Chowder) • I am intellectual • I am sophisticated • I am creative • I am detail oriented • I am witty • I am nutrition conscious Social (Chili) • I am fun at parties • I am outgoing • I am not shy • I am spontaneous • I am a trendsetter Athletic (Cream Soups) • I am athletic • I am competitive • I am adventurous Carefree (Minestrone) • I am down-to-earth • I am affectionate • I am fun loving • I am optimistic Source: Wansink and Park, 2000a.
ASKING PSYCHOGRAPHIC QUESTIONS 257 The final analyses were cross-validated with an independent sample. People with extreme preferences were found to have much in common. For example, people with extreme preferences consumed the same flavor of soup 70 percent of the time. Furthermore, each soup lover has a blend of different tastes. The typical tomato soup lover tended to be a book lover, a pet lover, stubborn, and to possess a strong sense of family; the typical chicken noodle soup lover tended to be more of a home lover and churchgoer, and a bit less creative (Wansink and Park, 2000b). These clusters were then used to determine how the different soups should be differentially promoted—in what magazines and using what message strategy. Structuring Psychographic Questions and Analyzing Answers One type of psychographic question asks respondents to indicate the extent to which they agree with various statements about their personality (such as those noted in Tables 8.1 and 8.2). A common way to formulate the question is to use an odd-interval, 9-point scale ranging from 1 = strongly disagree to 9 = strongly agree. Often the midpoints are not identified, and respondents are left to interpolate these values. A second method is to use a more abbreviated scale (such as done in the VALS example mentioned earlier in the chapter). Here an even-interval, 4-point (or 6-point) scale is presented with the points identified as being mostly disagree, somewhat disagree, somewhat agree, and mostly agree. Although it does not provide a midpoint or the wide range of the 9-point scale, this format is well suited for use in many modes—paper-and-pencil, telephone, or electronic. Wells (1975) notes that when the sample is large and the responses well scattered, the simplest way to analyze AIO data is by ordinary cross-tabulation. But when the sample is small and the responses are highly skewed, a simple cross-tab will have many
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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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200 ASKING QUESTIONS Figure 6.11. S
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202 ASKING QUESTIONS question indic
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204 ASKING QUESTIONS state or count
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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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