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

348 GLOSSARY
object. The term belief is often applied to statements that have a
strong normative component, particularly those having to do with
religion or with moral or “proper” behavior.
BARS See behaviorally anchored rating scale.
behavior questions Questions that ask about behavior or “facts.”
Examples are characteristics of people, things people have done, or
things that have happened to people that are in principle verifiable
by an external observer. Knowledge questions are considered
behavior questions.
behavioral intention questions Questions that ask respondents to
estimate their future behavior, such as the likelihood they will buy a
new car in the next year, or the number of times they plan to exercise
in the next month. For infrequently performed behaviors (or narrow
time frames), likelihood scales are most accurate, but for more frequently
performed behaviors, numerical responses are better.
behaviorally anchored rating scale (BARS) The BARS approach
uses graphical rating scales that incorporate specific behavioral
descriptions using various points along each scale. (See Figure 7.2.)
Each scale represents a dimension or factor considered to be an
important part of work performance, and both raters and those
being evaluated are typically involved in developing the dimensions
and behavioral descriptions.
bias The difference between the value reported and the true value.
Sample bias results from the omission or the unequal selection of
members of the population without appropriate weighting.
Response bias for behavioral reports is the difference between what
the respondent reports and the respondent’s actual behavior.
Response bias for attitude questions is an ambiguous concept. (See
also response effect.)
bipolar and unipolar questions Bipolar questions are those expressed
in terms of either end of a dimension, such as “favoroppose”
or “satisfied-dissatisfied.” Unipolar questions are asked only