Open ended questions: no options provided. ◦ Pros: access ideas the researcher has not considered insight into respondents’ vocabulary insight into relative importance (based on ordering) ◦ Cons: difficult to record, to code, and to enter data results in greater expense and time
Closed ended questions (fixed alternative): ◦ Pros: cheaper, faster, easier data collection and entry ◦ Cons: miss “rich” data, only measures what researcher has conceived.
Dichotomous: choose one of two ◦ e.g. yes/no Multiple choice alternatives: ◦ determinant choice: select only one ◦ checklist: select all that apply Scale responses ◦ Likert, Semantic differential, sum scales, distance, etc.
Single issue per question Brief Common interpretation Comprehensible vocabulary Simple Exhaustive categories Mutually exclusive categories
No unclear assumptions ◦ Why do you download music? (You may check off more than one box.) ____ CDs are too expensive ____ CDs only contain a few good songs ____ It is more practical (no need to leave home) ____ Rather spend money elsewhere ____ Do not believe in supporting the music industry ____ Convenience ____ Other ◦ This assumes that they download Not beyond experience/ability ◦ Who was the best U of L president?
No specific examples (unless needed) What is your favourite brand of chocolate bar? (e.g. Coffee Crisp, Snickers, etc.) __________________ Stating a few limits ability to remember others (cueing effect) Don’t ask info they can’t remember How much did you spend on groceries in the last month? ____________ No ambiguity How many advertisements promoting music sharing can you recall? A) 0 B) 1-2 C) 3-4 D) more than 4 [Does this mean different ads, or different showings of an ad?]
No double-barreled questions ◦ I believe that all that is legal is ethical and all that is illegal is unethical. Strongly disagree Strongly agree What if they believe all that is illegal is unethical, but all that is legal isn’t necessarily ethical? No leading questions ◦ Do you support the school board’s innovative new math curriculum? Not at all Strongly support “Innovative, new” may suggest what the “correct” answer is
No loaded questions Do you support helping child victims of AIDS? Not at all Strongly [The “morally correct” answer is obvious] Not overly complex ◦ Do you feel that the contractual clause 59B section II should be revised to indicate the new funding options available to employees in the temporary worker category when workers are eligible for maternity/paternity leave, conditional upon their years of service and job classification? ◦ Yes__No__
Use attractive single unit (a nice “booklet)” Offer incentives (don’t have to be large) Use postcard to warn Use postcard to remind
“Cover letter” ◦ Who, instructions, incentive, screening (if needed) Instructions ◦ How to proceed (e.g. don’t skip ahead/back) Screening ◦ Get the right people Warm-up (if necessary) ◦ Easy and interesting questions Transition statement (if necessary) Key content/difficult questions Demographics
Gain attention, pique interest ◦ Start easy and interesting Avoid priming concepts, directing responses ◦ General to specific; Open to closed Randomize or counterbalance ◦ Response order; Question order Place similar questions together ◦ mind frame Clearly distinguish question and responses ◦ CAPS versus lower case, etc.
LAYOUT A (bad): Do you agree, disagree or have no opinion that this company has: A good vacation policy - disagree/not sure/agree. Good management feedback - disagree/not sure/agree. Good medical insurance - disagree/not sure/agree. LAYOUT B (better): Does this company have: Disagree Not Sure Agree A good vacation policy Good feedback Good medical insurance1 2 3
Pretest the questionnaire ◦ Test on “experts” ◦ Test on target market Pretesting approaches ◦ Complete the survey ◦ Interpret the questions: what do they “mean” ◦ Define key words ◦ Comment on confusing items, missing items ◦ Address response options as well as questions
Halo effect Positivity/negativity bias Extremeness aversion/extremeness seeking Framing Priming