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

Glossary
aided-recall procedures Methods for providing one or more memory
cues to the respondent when behavior or knowledge questions
are asked. Specific procedures include the use of lists, pictures,
household inventories, and specific detailed questions.
AIO questions An abbreviation for questions that focus on activities,
interests, and opinions. This phrase generally refers to the use
of these questions to measure psychographic differences or individual
differences in order to predict behavior or develop segments
based on the way people think rather than on their demographics.
anonymous forms Questionnaires (usually dealing with threatening
topics) that do not obtain names or other critical identifiers, in
order to assure respondent confidentiality. For anonymous forms to
be effective, the respondent must believe the assurances of anonymity.
Self-administered questionnaires in a group setting are the most
anonymous form possible. Mail surveys are the next most anonymous.
Some respondents, however, may suspect that the researcher
will know who they are even if no identifying information is
requested. Anonymity is possible even with an interviewer present
if the respondent puts the responses to a self-administered form into
a sealed envelope.
attitude and opinion questions The terms attitude, opinion, and belief
are not well differentiated. In general, attitude refers to a general
orientation or way of thinking. An attitude gives rise to many specific
opinions, a term often used with regard to a specific issue or
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