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

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76 ASKING QUESTIONS can be eliminated in the more extensive interview conducted with the subsample of people who are reported to have the given characteristic. False negatives, those with the required attribute who are not reported by informants, are, however, missed by this screening. Summary In this chapter we have stressed that respondents may not be able to recall previous behavior. Anything that can be done to make this task easier should lead to improved quality of data as well as increased respondent and researcher satisfaction with the interview. The techniques suggested for helping jog the respondent’s memory of an event and for reducing telescoping included the following: (1) include aided recall, (2) make the question specific, (3) select an appropriate time period to ask about, (4) use bounded recall, (5) use secondary records, (6) use diaries and panel research, (7) use the right words, and (8) make questions the appropriate length. In general, it is critical to select tasks that can be realistically accomplished. Here the use of informants must be considered. With easy tasks and appropriate procedures, highly accurate reports of behavior can be obtained from these informants. When the task is difficult, however, even the best procedures will not produce error-free results. In this situation the best alternative, in our judgment, is neither to reject all results because complete accuracy cannot be obtained nor to ignore the basic problems with the data. Use the data with caution, recognizing their limitations but also recognizing that slightly flawed results can often be better than no results at all. Additional Reading The reader interested in the research findings that led to the recommendations in this chapter will find them in Thinking About Answers (Sudman, Bradburn, and Schwarz, 1996; see especially
ASKING NONTHREATENING QUESTIONS ABOUT BEHAVIOR 77 chaps. 6–9); Autobiographical Memory and the Validity of Retrospective Reports (Schwarz and Sudman, 1994); and our two earlier books, Response Effects in Surveys (Sudman and Bradburn, 1974; see especially chap. 3) and Improving Interview Method and Questionnaire Design (Bradburn, Sudman, and Associates, 1979, chap. 2). The research on counting and estimation is found in Blair and Burton (1987). For useful general books on memory, see Human Memory: Theory and Practice (Baddeley, 1990); Organization of Memory (Tulving and Donaldson, 1972); and Elements of Episodic Memory (Tulving, 1983). See also Linton (1975, 1978, 1982); Means and Loftus (1991); and Wagenaar (1986). For details on how to use diaries and to conduct and analyze research from either continuous or discontinuous consumer panels, see Consumer Panels, 2nd ed. (Sudman and Wansink, 2002). Chapters 9 and 10 in The Art of Asking Questions (Payne, 1951) are especially useful as supplementary reading for this chapter. The reader who wishes to become familiar with current research on questionnaire construction should consult the following journals, which frequently feature such research: Public Opinion Quarterly, Journal of Marketing Research, Journal of the American Statistical Association, Journal of Consumer Research, Journal of Personality and Social Psychology, Sociological Methods and Research, and Census Bureau Technical Papers.
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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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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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