Asking Questions

Questionnaire DesignSudman & Bradburn (1988)

Question wording is a crucial element in maximizing the validity of survey data obtained by a questionnaire.

Small changes in wording can cause huge differences in perception. Whether smoke and pray at the same

time is a sin: Smoking while praying Praying while smoking

Question Wording

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Three principles: the right of privacy

Individuals’ control of the data about themselves

Individuals’ right to not to disclose information if they do not wish to.

informed consent Individuals should be informed what, why

being asked, how data will be used Confidentiality

Norm may vary from situation to situation

Ethical Principles in Question Asking

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Inform the general purpose and scope of the survey

Explain the general content of the questions

Answer the questions about the use of the survey data

Whether data to what degree will be held confidentially

Ethical Principles in Question Asking

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In questionnaire design, we must distinguish between research questions and other questions

Research question defines the purposes of the study, and decision will be made later on American public on gun control

Research question can be illustrated as a set of specific questions which help clarify the research question

Why am I asking this question?, So each question should be closely related to the research question

Research Questions vs. Other questions

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New York Times Poll The Gallup Poll General Social Surveys Index to International Public Opinion Measures of Political Attitudes Measures of Social Psychological

Attitudes Survey data for Trend analysis

Looking at other examples

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Do you happen to jog, or not? vs. Do you jog? Happen to: is intended to reduce or

eliminate possible biases caused by socially desirable answers

Or not: to give equal weight to both the positive and negative answer

Asking questions

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Using aided recall If the question is memory based, it is better to

provide a list of actions When the list is too long, the order of the list

becomes important For example: do you happen to have read any

magazines in the past two weeks, or not? Making question specific

What brand of soft drink do you usually buy? Vs. Do you happen to drink Coca-Cola at work last week?

Time should be specific: last week, vs. the week of Sept 15?

Asking questions

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Using the right words Do you procrastinate? Do you put off until tomorrow that we

can do today? Avoiding words with multiple

meanings in a context. Problem words: any, fair, just, most, see,

Using right words

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Making questions as short as possible But longer questions can provide memory

cues and act as a form of aided recall. Example

Did you ever drink, even once, wine or champagne?

Wines have become increasingly popular in this country over the last few years; by wine, we mean liqueurs, cordials, sherries, and similar drinks, as well as table wines, sparkling wines, and champagne, Did you ever drink, even once, wine or champagne?

Length of questions

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The central problem for the measurement of attitude is how to organize the discussion.

Lack of clarity, many respondents do not understand your words

Example Question: Is it better not to try to plan when to

have children, but just to accept them when they come?

Answer: Of course, you accept them when they come, you cannot just leave them in the hospital.

Measuring Attitudes

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Aspects of attitudes Affective or evaluative: like vs. dislike Cognitive: what the respondent knows

about the attitude object Action: what the respondent will do with

regard to the object of the attitude Different wording may produce

different results

Components of attitudes

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Q1: As you know, we recently switched from standard time to daylight savings time. That means that it now gets light an hour later in the morning than before we switched over. It also means that is now gets dark an hour later in the evening than before we switched over. How do you feel about being on daylight savings time now? Would you say you like it very much, like it somewhat, dislike it somewhat, or dislike it very much?

Q2: As you know, the United States Congress put our country back on daylight savings time this winter as part of a two-year experiment to try to save energy. Some people think that we should continue to have daylight savings time all year round- that is, not turn the clocks back at the end of next October. Would you approve or disapprove of remaining on daylight savings time all year round next year, or don’t you care one way or the other?

14% like year-round daylight savings time “very much” disapproved Q2

10% dislike Q1 approved Q2.

Examples

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Strength of attitude

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