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

16 ASKING QUESTIONS
to respondents as a consequence of their answering questions.
However, some surveys do ask about illegal or socially disapproved
of behavior that could constitute a nonphysical risk. In such cases,
respondents’ answers, if revealed to others, might result in social
embarrassment or prosecution. For those surveys extra care is taken
to ensure confidentiality and security of the responses.
In other instances a survey may contain questions that will
make some respondents anxious and uncomfortable. A recent study
asked World War II veterans to respond to questions regarding how
their combat experience influenced subsequent attitudes and longterm
behaviors (Sudman and Wansink, 2002). Even though the
events occurred more than fifty years ago, many individuals chose
to skip the section related to their combat experiences. If these
studies are being conducted with personal interviews, carefully and
thoroughly training interviewers can help remove such anxiety
and discomfort. Professional interviewers are excellent at creating
an environment in which respondents can talk about personal matters
without embarrassment. In fact, this professional, nonjudgmental
questioning is one of the ways that survey interviews differ
from ordinary conversations. If questions elicit anxiety from respondents
for personal reasons, however, the interviewer can do little
other than inform the respondent as fully as possible about the survey’s
subject matter.
Interviewers typically inform respondents of the general purpose
and scope of the survey, answering freely any questions the
respondents ask. If the survey contains questions that might be sensitive
or personal, respondents should be told that such questions
will be in the interview schedule and that they do not have to
answer them if they do not wish to do so. Written consent is not
typically obtained because it is usually clear that participation is
voluntary. If the interviewer will have to obtain information from
records as well as directly from the respondent—for example, if a
respondent’s report about an illness must be checked against hospital
records—written permission to consult the records must be ob-