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

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52 ASKING QUESTIONS should not be summarily omitted because precise information cannot be obtained; ballpark information can sometimes be very valuable. On the other hand, analysts should avoid making precise analyses of such loose questions. It is a serious but unfortunately common error to use powerful multivariate procedures carried to three decimal points with questions where even the first significant figure is in doubt. Consumer Expenditure Survey Shown as Figure 2.10 are questions on ownership and purchasing of major household equipment items. (Only the first page is shown.) This was a panel study, and these questions were asked twice, one year apart. Asking questions at two different time periods has the major advantage of reducing error in the date of purchase, by a procedure called bounded recall. (Bounded recall will be discussed in greater detail later.) Note also that the accuracy of reports about ownership is increased because the interviewer and the respondent have the opportunity to examine both furniture and appliances. On this survey and on similar surveys, researchers are not interested merely in ownership or possession but in information more difficult to recall, such as that involving brand and price. How to Tell if a Question Is Threatening There is no standard method to determine whether a question is threatening or not. Some questions that are not threatening in general may be threatening to particular individuals for idiosyncratic reasons; they might remind the respondent of a recent painful event or they might be mistakenly interpreted as referring to something that is unique to that individual. The best we can do is determine whether a question is likely to be threatening to a large number of respondents. The easiest way to determine the threat of a question is to ask ourselves whether we believe respondents will feel there is a right or wrong answer to it. Certain behav-
ASKING NONTHREATENING QUESTIONS ABOUT BEHAVIOR 53 iors are seen by many people as socially desirable and therefore may be overreported. Examples follow. • Being a good citizen Registering to vote and voting Interacting with government officials Taking a role in community activities Knowing the issues • Being a well-informed and cultured person Reading newspapers, magazines, and books and using libraries Going to cultural events such as concerts, plays, and museum exhibits Participating in educational activities • Fulfilling moral and social responsibilities Giving to charity and helping friends in need Actively participating in family affairs and childrearing Being employed In contrast, the following are some examples of conditions or behavior that many people underreport in an interview: • Illnesses and disabilities Cancer Sexually transmitted diseases Mental illness • Illegal or contra-normative private behavior Committing a crime, including traffic violations Tax evasion Drug use • Consumption of alcoholic products • Sexual practices
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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
Page 23 and 24: Chapter One The Social Context of Q
Page 25 and 26: THE SOCIAL CONTEXT OF QUESTION ASKI
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Page 55 and 56: Chapter Two Asking Nonthreatening Q
Page 57 and 58: ASKING NONTHREATENING QUESTIONS ABO
Page 63 and 64: Figure 2.4. Household Health Diary.
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Page 75 and 76: Source: U.S. Bureau of the Census,
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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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Chapter Twelve Asking Questions FAQ
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ASKING QUESTIONS FAQS 325 tain you
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Do you own an IBM-type of PC? Yes
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ASKING QUESTIONS FAQS 329 Ranking q
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ASKING QUESTIONS FAQS 331 guish bet
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ASKING QUESTIONS FAQS 333 activitie
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336 BIBLIOGRAPHY AND RECOMMENDED RE
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348 GLOSSARY object. The term belie
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350 GLOSSARY are entered directly i
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352 GLOSSARY the sex of the respond
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354 GLOSSARY of an IBM card is a on
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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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