Other Considerations in Question Development by XWNj40k

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									Other Considerations in
    Questionnaire
     Development
Open-Ended Questions
   Open-ended questions are analyzed as
    nominal data


   Wording of the question should facilitate free
    response

    What are your feelings about PBS?
       vs.
     Do you like PBS or not?
Other Considerations
   Stay in an “active” voice

   Avoid ‘leading’ questions
    Don’t you believe SUVs are good for off-road
        driving? vs.
    •   Do you believe SUVs are good vehicles for
        off-road driving?
Other Considerations
   Avoid double barreled questions
    What do you think about the image and
      advertising for the Pontiac Aztek?


   Avoid ambiguity, be specific
    • How would you categorize your public
      television usage?
       Sometimes, often, regular, irregular, infrequent
Other Considerations
   Avoid making assumptions about the
    respondent’s state of mind

    Explain what you like about PBS…
       vs.
    • What, if anything, do you like about PBS?
Other Issues In Question
Development

   Loaded questions
    • Implies a socially desirable responses
       Where did you rank academically in your high school
        graduating class?

       __ Top quarter
       __ 2nd quarter
       __ 3rd quarter
       __ 4th quarter
Other Issues In Question
Development

   Loaded words

    To what extent do you believe global warming
     affects the planet’s environment?

    Vs.

    • To what extent do you believe climate change
     affects the planet’s environment?
Other Issues In Question
Development
   Burdensome Questions (overtaxing to
    the memory)

    How often have you gone to a sporting event
      since the World Series?

    • How often did you watch sports on ESPN last
      week?
Other Issues in Question
Development
   Avoid jargon, technical language, abbreviation

     Which marketing attributes contribute to how you feel
        about the brand?

    Vs.

    •   Which of the following influence how much you like the
        brand? (check all that apply)
    Other Issues in Question
    Development
   Negatively phased questions
    Do you agree that it is not the job of the
      government to make decisions about social
      security?

    Vs.

    • To what extent do you agree or disagree with
      the idea that the government should make
      decisions about social security?
Other Issues In Question
Development
   Order bias
    • Responses influenced by the order of
      question presentation

    Solution
    • Funnel questions - Asking brand specific
      questions after general questions
Other Issues in Question
Development
   Filter [or qualifying] questions
    • Maximizes the chance of asking appropriate
      questions for the respondent in question

       Which Bank of America location has the best
         customer service?

       Vs.

       • Are you familiar with Bank of America’s customer
         service?
Other Considerations: Structure

   Does it flow well?
   How are we going to administer it?
   Does it have a structure?
    • A start, a middle, an end?
Dos and don’ts: main body

   Begin easy

   Start general, then get more specific

   Complete a topic before you move to the
    next
Other Considerations: Structure
   Visual appearance
    • Interviewer script
    • Interviewer directions
    • Open, airy format (coding accessible)
Other Considerations: Structure
   Clarity
    • Clear directions
    • Logical transitions
       • “If no, go to” filter questions
    • Clear questions, logical response categories
Other Considerations: Structure
   Justify the need for personal information
    • Classification questions come near the end

   Conciseness
    • Keep it to the point, as brief as possible

								
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