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

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290 ASKING QUESTIONS which it is to be added from Question 2 is coded 3, you cannot combine these without first recoding one of the questions in the proper order. Paying attention to matters of numerical precoding before you begin to ask questions will save considerable time and confusion during the analytical phase. Coding Open-Ended Questions It is a difficult, complex, and expensive task to plan for the coding of open-ended questions. This is one reason why they are usually only used in pilot studies. Unfortunately, a small test cannot provide the full range of answers that will be obtained from a much larger sample. Some provision must be made for coding unanticipated answers either during the field period or after interviewing is completed. If the open-ended question has only a single dimension, then only a single set of codes will be required. Some open-ended questions, however, will be coded and analyzed in multiple dimensions. Thus, an open-ended response might be coded on such dimensions as favorability, relation to respondent, and subject of comment. Each of these dimensions will need its own set of codes. A more complex problem occurs when respondents are asked for and may provide multiple answers to the same question, such as “What are the three or four main things a school should try to teach children?” In this case, a straightforward procedure is to prepare (and update) a list of all possible items and then for a respondent to code each item as follows: Mentioned first 1 Mentioned later 2 Did not mention 3 The codes distinguish between “mentioned first” and “mentioned later,” since the item mentioned first may be the most
ORGANIZING AND DESIGNING QUESTIONNAIRES 291 salient, although it may also be an item that was cued by earlier parts of the questionnaire. (See the discussion in Chapter Five.) With this coding scheme, it is necessary to look only in a single location to determine the proportion of respondents who think that reading is one of the most important things a school can teach. Fitting Questions on the Page or Screen A question, including all its answer categories, that can fit on a single page should never be split between two pages or two screens. The interviewer or respondent is likely to assume that the question has ended at the end of the page and thus will answer on the basis of an incomplete question. If the question and its answer categories do not fit comfortably on the page, they should be moved to the next page and the amount of space between earlier answers increased. In computer-assisted interviewing, the standard procedure is to put only one question at a time on the screen. Occasionally, questions may require more than one page because the list of possible answers is long, such as brand names for a product purchase, or country of origin for parents or grandparents. For such questions, interviewers need to receive special instructions on the number of pages or screens that the question covers. Such multipage questions or screens would not be appropriate for selfadministered questionnaires except with well-educated and professional respondents. In this case, there is usually a separate sheet with all the categories, and respondents are asked to enter the proper code on the main questionnaire. For a computer-assisted interview, respondents are asked to click on the selected response. When the list of answer categories is long, the answers must be arranged in a logical sequence, most typically in alphabetical order. A final note of caution: a long question with a number of subparts should not be followed by a short question at the end of the page or screen. Such a question is frequently omitted in error. Care should be taken with how the questions are placed.
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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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206 ASKING QUESTIONS respondents wi
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208 ASKING QUESTIONS answers, most
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210 ASKING QUESTIONS on the Web sin
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Chapter Seven Asking Questions that
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ASKING QUESTIONS THAT EVALUATE PERF
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• Depends heavily on employee’s
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Page 345 and 346: ASKING QUESTIONS FAQS 325 tain you
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340 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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