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

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298 ASKING QUESTIONS shown on the screen, but simultaneously spoken to the respondent through the earphones. The same computer skipping of questions as was discussed above is possible with audio-CASI. There are other uses of sound such as testing reactions to television programming and advertising. Most of these uses were impractical or far more difficult before audio-CASI. Timing the Study. For planning future studies, it is useful to know how long an interview lasts as well as the length of time required for specific sections and individual questions. This information can be obtained automatically in computer-assisted interviewing. With a little custom programming, it is also possible to obtain measures of response latency for individual questions. The primary measure of interest is the amount of time between when a question is asked and when the respondent begins to answer it. This is a measure of the cognitive effort required by the respondent to answer the question and can be useful in determining how much thought has been put into the question and as a surrogate code of salience (as with questions related to memory). Editing and Data Processing. A major benefit of computerassisted interviewing is that almost all editing and data processing are done directly on-line while the interview is in progress. If the respondent enters an unacceptable answer such as “4” where only “1” to “3” are possible, the program automatically rejects this answer and asks for another code to be entered. If a series of numbers must add to a total or a series of percentages to 100 percent, the computer can alert the interviewer or respondent if the data are not consistent. If a very unlikely answer is entered, such as $2,000 for the purchase of a book or $1,000,000 for family income, respondents may be asked “Are you sure you mean this?” Once the interview is completed, the data go directly into a data file and the researcher can look at cumulative data files on a daily basis. Once the interviewing for a study is completed, the
ORGANIZING AND DESIGNING QUESTIONNAIRES 299 marginal tabulations are immediately available and the data are ready for editing and analysis. Sample Control. A major function of all networked CATI programs is to keep track of sample outcomes and schedule callbacks as necessary. Since this is not part of the questionnaire design process, we do not discuss this function further, but it is an additional incentive for using CATI programs if follow-up calls are required. Issues in Computer-Assisted Interviewing Although computer-assisted interviewing solves many of the clerical problems associated with traditional paper interviews, it creates some new issues. First, computer-assisted interviewing demands that all aspects of data processing, data entry, data editing, and data analysis be developed before the study is fielded. We believe that advance preparation and thinking are vital for paper questionnaires as well, but with paper questionnaires it is possible to delay editing and analysis plans until the study is fielded and sometimes until the fieldwork is completed. Although this may delay the completion of the study, it will not necessarily affect the interviewing. It generally takes longer to do all the programming necessary to field a study using computers than it does to field a paper survey. This is especially true for complex studies involving many skips and other uses of the computer’s special capabilities. Simple studies can be rapidly programmed. There were early claims that computer-assisted interviewing would save money by eliminating the data processing functions, but this has not proved to be the case. Generally, when comparisons have been made of total costs of similar studies, computer and paper surveys cost about the same. The costs are, of course, distributed quite differently. For studies with small sample sizes, it is probably more cost-efficient to use paper than computers because initial computer set-up costs are high regardless of the sample size. For
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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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244 ASKING QUESTIONS make a particu
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246 ASKING QUESTIONS on demographic
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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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