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

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306 ASKING QUESTIONS complete the survey with only a minimum of instruction, or none at all. Paper Questionnaires Simple paper questionnaires are likely to be relatively free of clerical errors, even when the data are input manually. Data entry problems occur, however, if a questionnaire involves complicated skipping or if it requires information from earlier questions to be incorporated into later questions. Then, careful formatting of the questionnaire can help reduce, but not totally eliminate, clerical errors. Using Booklet Format We recommend using paper questionnaires in a booklet format (folded and saddle stapled) for four reasons. First, booklets prevent pages from being lost or misplaced. When questionnaires are fastened with only a single corner staple, rear pages may get torn off during the interview or when being coded. Second, a booklet makes it easier for the interviewer or respondent to turn the pages. Third, a booklet makes it possible to use a double-page format for questions about multiple events or persons. Finally, for a selfadministered questionnaire a booklet looks more professional and is easier to follow. To conserve paper, to make the questionnaire look smaller, and to reduce mailing costs, the questionnaire should be printed on both sides of the pages. If the questionnaire is not in booklet form, it is easier for interviewers and respondents to forget the backs of pages and miss them entirely. Appearance of Self-Administered Questionnaires Although clarity is important in all questionnaires, the appearance of the questionnaire can have an important effect on cooperation on mail and other self-administered paper questionnaires. The general rule is that the questionnaire should look as easy as possible to
ORGANIZING AND DESIGNING QUESTIONNAIRES 307 the respondent and should also look professionally designed. All self-administered questionnaires should be printed on paper of sufficient quality that the print or writing on the reverse side cannot be seen. Forms that are blurred or blemished in any way or that are difficult to read because the ink is too light should not be used. Dillman (1978) argues that the front and back covers of selfadministered questionnaires need particular attention. He suggests that the front cover should contain a study title, a graphic illustration, any needed directions, and the name and address of the study sponsor. We would agree with these requirements for general population samples where a booklet form is used. For samples of special populations such as professional groups and for short two-page questionnaires, we believe the illustration may be omitted. If an illustration is used, it should be neutral. An outline map of the state being studied would be one such example. As Dillman (p. 150) points out: “A view of a pristine wilderness area on the questionnaire cover would be highly inappropriate for a study seeking to determine the relative priorities for economic growth versus environmental preservation.” The back cover of a questionnaire is usually blank and can be used for additional comments by the respondent. For some studies the mailing label is placed on the back cover and the questionnaire is sent in a window envelope. The mailing label ensures that the respondent’s name is on the completed questionnaire, so that for follow-up procedures it is possible to determine who has returned a questionnaire. On a study of about 40,000 college graduates, only five objected to this procedure and scratched out their names. If any of the information being obtained is sensitive or confidential, however, this procedure should not be used. Instead a code number should be placed on the first page of the questionnaire. Use of Blank Space Perhaps the most common mistake many researchers make when constructing a questionnaire is to crowd questions together in the
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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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248 ASKING QUESTIONS Table 8.1. Eig
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250 ASKING QUESTIONS domain and rel
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252 ASKING QUESTIONS Seven Steps to
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254 ASKING QUESTIONS the frequency
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Page 333 and 334: Fill- Ins Easily done with a Possib
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Page 337 and 338: QUESTIONNAIRES FROM START TO FINISH
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Page 345 and 346: ASKING QUESTIONS FAQS 325 tain you
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Page 351 and 352: ASKING QUESTIONS FAQS 331 guish bet
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Page 368 and 369: 348 GLOSSARY object. The term belie
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Page 372 and 373: 352 GLOSSARY the sex of the respond
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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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