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

292 ASKING QUESTIONS
Single Questions on a Line and Vertical Answer Formats
In a misguided effort to make a questionnaire appear shorter, researchers
sometimes have two or more columns of questions or put
two or more answer categories on the same line. Such a format
interferes with standard English reading patterns of left to right and
top to bottom. It is often found that interviewers or especially respondents
will answer the questions in the first column and forget
to answer the questions in the other columns.
We believe that having the answers to an individual question
in a single column reading down is easier for interviewers, respondents
on self-administered questionnaires, and for data processing
personnel than having the answers read across. Reading across
could cause confusion as to where to record the answer. Figure 10.1
shows how readers might not know whether to record their answer
on the blank line before or after the answer category.
Some organizations do not follow this recommended format,
but they do try to be sure to include substantial space between the
answer categories. Most researchers find the vertical format superior
since it gives the questionnaire a more open look with more blank
space. Thus, it appears easier to complete. With paper questionnaires,
the vertical answer format also provides the interviewer or
respondent with space for writing additional comments or responses
to open-ended questions.
Scale Formats
As discussed in Chapter Five, scales may be verbal, numerical, or
both, and they can be presented either horizontally (such as on a
semantic differential scale) or vertically (such as on a ladder scale).
On interviewer-administered face-to-face interviews, it is helpful to
have the scale answers on a separate card the respondents can refer
to, but it is not necessary for self-administered questionnaires.
Phone surveys require special procedures that are discussed in the
next chapter.