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

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372 INDEX Park, S., 254, 256, 257, 259 Parry, H. J., 82, 86 Payne, S. L., 62, 72, 73, 77, 120, 188, 189, 208 Payne’s Rogue’s Gallery of Problem Words, 72–73 PDAs, 283 Pearl Harbor, 64, 65, 182 Performance Appraisal: Alternative Perspective (Cardy and Dobbins), 241 Performance Appraisal Assessing Human Behavior at Work (Beatty and Bernardin), 241 Performance Assessment Methods and Applications (Berk), 241 Performance evaluation: and behaviorally anchored rating scales (BARS), 216– 222; checklist of major points regarding, 213–214; and customer, client, and patron ratings, 224–228; and employee rating techniques, 214–216; and employer ratings, 222–224; and teacher and instructor ratings, 228– 240 Petty, R. E., 150 Pew Research Center for the People and Press, 183 Physicians and Medical Malpractice Litigation Survey, 410–421 Pictures, 174 Pierre-Pierre, P. K., 241 Pilot tests, 318–320 Platek, R., 241 Politically charged issues, 6–8 Pollhost.com, 304 Precoded questions, 158–160 Presser, S., 24, 147, 150 Pretest interviews, 317–318 Privacy, right of, 1314 “Profiling Nutritional Gatekeepers: Three Methods for Different Influential Cooks” (Wansink), 259 “Profiling Taste-Motivated Segments” (Wansink and Westgren), 259 Psychographic questions: checklist of major points regarding, 244–245; definition of, 243–244; examples of individual difference variables in, 250fig.8.3; and psychographic soup story, 254–257; to segment respondents, 247–250; seven steps to generating, 252–254; structuring, and analyzing answers, 257–258; using, to help predict behavior, 245–247; which, to ask, 250–252 “Psychographics: A Critical Review” (Wells), 259 Psychology of Survey Response, The (Tourangeau, Rips, and Rasinski), 31, 150 Public Opinion Quarterly, 25, 31, 77 Pulsepoll.com, 304 Q Question asking: ethical principles in, 12– 19; social context of, 3–31; as social process, 8–12 Questionnaire Design and Attitude Measurement (Oppenheim), 241 Questionnaires: advantages and disadvantages of various methods of, 311– 313fig.10.1; and computer-assisted interviewing, 295–299; and issues in computer-assisted interviewing, 299–306; and last-minute revisions and post-interview evaluations, 321–322; organizing and designing, 283–314; paper, 306–311; and PDAassisted interviewing (PAAID), 305– 306; steps in preparing, 315–316; testing procedure for, 317–320; and unacceptable formats of commonly asked questions, 293fig. 10.1; and using pilot test results, 320–321 Questions: adjacent, 145-149; determining perceived threat of, 112; embedding, 107–108; likelihood, regarding incidence, 130–133; long, with familiar words, 104–106; making, less threatening, 109–111; open-ended, 103–104; ordering of, 332; specificity of, 61–67; threatening, 52–56; unipolar versus bipolar, 136–137 R Race and origin, questions about, 266–267. See also Demographic questions Randomized response, 101–103 Ranking: complete performances, 166–167; complete performances of job qualities, 167fig.5.3; extreme
INDEX 373 preferences, 167–168; through paired comparison, 168–171; use of, 165–171; and when to ask ranking questions, 328–329 Rasinski, K., 29, 31, 150 Rating scale: behaviorally anchored (BARS), 216–222; numerical, 166fig.5.2 Rating thermometer, 164fig.5.1 Ray, M. L., 135 Reducing the Cost of Surveys (Sudman), 211 Reinmuth, J. E., 115 Religion, questions about, 42, 45fig.2.6, 277–279. See also Demographic questions Research question, versus actual question, 20–26 Research Triangle Institute (RTI), 92, 93, 115 Respondents: and information about survey, 19; as volunteer conversationalists, 8–10 Response categories, constructing, 160–162 Response Effects in Surveys (Sudman and Bradburn), 77 Responses: and difference between bias and variability, 29–30; and different errors for different types of questions, 26–29; and motivated and unmotivated biases, 30; sources of error in, 26–30 Rips, L., 29, 31, 150 Robinson, J. P., 25 Roper Center for Public Opinion Research (University of Connecticut), 7, 25, 35, 181, 355 Rosenfeld, P., 241 Rosenshine, B., 233 Rosenstone, S. J., 87, 164 Rostering, 297 Rugg, D., 137 Rusk, J. G., 25 Russia, 144 S SALT II treaty, 144, 145 Sanchez, M. E., 283 Sapiro, V., 87, 164 Scales, 329–330 Scheufele, D., 183 Schuman, H., 24, 147, 150 Schwarz, N., 11, 24, 29, 31, 76, 77, 145, 150 Seat belt usage, 85–86 Secondary records, use of, 68–70 Self-administered methods, 99–100, 306–307 Sensitive topics, 10–11 Sexual activity, 97–99 Shanahan, J., 183 Sharp, L. M., 19 Shaver, P. R., 25 Shaw, B. V., 101, 115 Sheatsley, P. B., 148 Side by Side (Bradburn, Sudman, and Gockel), 211 Simmons, W. R., 101, 115 Singer, E., 17 Smith, K. W., 92, 115 Smith, P. C., 217, 221 Smith, T., 29, 31 Smith, T. W., 6, 141, 182 Soar, R. S., 241 Social context, 3–31 Social desirability bias, 11–12 Social process, questioning as, 8–12 Sociological Methods and Research, 77 Sony, 305 Soviet Union, 147 SRI Consulting Business Intelligence, 247–249, 365 SRL. See Survey Research Laboratory Stahl, M., 224 Statistics Netherlands, 301 Stevens, P., 241 Study: articulating specific purpose of, 20–21; writing questions that relate to purpose of, 21–22 Sudman, S., 11, 16, 24, 29, 31, 58, 64, 67, 68, 70, 71, 73, 75–77, 83, 84, 91, 96, 104–107, 115, 145, 150, 189, 208, 211, 300 Survey Research Center (University of California), 25, 181 Survey Research Laboratory (SRL), 25, 40–43, 47, 48, 83, 181, 186, 188, 229, 232, 318, 421 T Taboo subjects, 10 Teacher and instructor ratings: and administering student feedback forms, 236;
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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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256 ASKING QUESTIONS The fourth ste
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258 ASKING QUESTIONS empty cells. I
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Chapter Nine Asking Standard Demogr
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ASKING STANDARD DEMOGRAPHIC QUESTIO
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Chapter Ten Organizing and Designin
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ORGANIZING AND DESIGNING QUESTIONNA
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Fill- Ins Easily done with a Possib
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Chapter Eleven Questionnaires from
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QUESTIONNAIRES FROM START TO FINISH
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QUESTIONNAIRES FROM START TO FINISH
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Page 345 and 346: ASKING QUESTIONS FAQS 325 tain you
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Page 384 and 385: 364 GLOSSARY questionnaires list th
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Page 395 and 396: Appendix A List of Academic and Not
Page 397 and 398: APPENDIX A 377 Phoenix, AZ 85003-17
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Page 401 and 402: APPENDIX A 381 800 Florida Ave., N.
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Page 405 and 406: APPENDIX A 385 Phone: 312-996-5300
Page 407 and 408: APPENDIX A 387 Phone: 785-532-5510
Page 409 and 410: APPENDIX A 389 Center for the Study
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Page 427 and 428: APPENDIX A 407 E-mail: sesrc@wsu.ed
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Page 432 and 433: 412 APPENDIX B PLEASE CIRCLE ONE CO
Page 434 and 435: 414 APPENDIX B 14. Who purchased th
Page 436 and 437: 416 APPENDIX B 23. What racial/ethn
Page 438 and 439: Faculty Retention Survey December 2
Page 440 and 441: 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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