questionnaire as the main instrument in survey research

Questionnaire Construction Chapter Abstract In this chapter, we focus on the questionnaire as the main instrument in survey research.  We start by discussing the foundation of all questionnaires--the question. We then look at the content of questions; differentiate between open-ended, closed-ended, and contingency-type questions; and analyze their format and sequencing. Next, we explore possible biases in the wording of questions, as well as leading, double-barreled, and threatening questions.  Finally, we give important pointers on the cover letter accompanying the questionnaire and the instructions included in it. Chapter Objectives Based upon their reading and careful consideration of Chapter 11, students should: 1. Be familiar with the major considerations involved in formulating questions: content, structure, format, and sequence.  2. Be able to discuss the ways in which questions can be utilized to elicit factual information, opinions, and attitudes from respondents.   3. Be able to distinguish among and discuss the three types of question structures: open ended, closed ended, and contingency.  4. Be able to discuss the various formats utilized to ask questions for different research purposes. 5. Understand the importance of question sequencing in a questionnaire.   6. Be familiar with the pitfalls in questionnaire construction. 7. Be familiar with the characteristics of the cover letter and relevant instructions for questionnaire completion by respondents. Main Points The Question The foundation of all questionnaires is the question.  The major considerations involved in formulating questions are content, structure, format, and sequence. Content of Questions Most questions can be classified into two general categories.  Factual questions are designed to elicit objective information from respondents regarding their background, their environment, their habits, and so forth.  The most common type of factual question is the background question.  Opinion questions explore respondents' opinions (specific expressions of underlying Chapter 11 Notes attitudes) and attitudes (general orientations).  Survey questions about opinions and attitudes present more problems in construction than questions about facts, partly because the former are more sensitive to changes in wording, emphasis, and sequence. Types of Questions Three types of question structures can be distinguished.  Closed ended questions offer respondents a set of answers from which they are asked to choose the one that most closely represents their views. These questions are easy to ask and quick to be answered; they require no writing by either respondent or interviewer, and their analysis is straightforward.  Their major drawback is that they may introduce bias, either by forcing respondents to choose from given alternatives or by making respondents select alternatives that might not have otherwise occurred to them.     Open ended questions are not followed by any kind of specified choice, and respondents' answers are recorded in full; they are flexible, have possibilities of depth, enable interviewers to clear up misunderstandings, and encourage rapport. However, they are difficult to answer and still more difficult to analyze.    Contingency questions reflect a special case of closed ended questions; they apply only to a subgroup of respondents.  Relevance of such questions to a particular subgroup is determined by a preceding filter question. Question Format There are different techniques for structuring the response categories of closed ended questions.  One of the most common of these formats is the rating scale, used whenever respondents are asked to make a judgment in terms of sets of ordered categories. Such scales measure the intensity of feelings toward something.    The matrix question is a method for organizing a large set of rating questions that have the same response categories.   Ranking is used in questionnaires whenever researchers want to obtain information regarding the degree of importance or the priorities that people assign to a set of attitudes or objects. Sequence of Questions Two general patterns of question sequence have been found to be most appropriate for motivating respondents to cooperate.  In the funnel sequence, each successive question is related to the previous question, and the questions get progressively narrower in scope.  In the inverted funnel sequence, narrower questions are followed by broader ones. Chapter 11 Notes Avoiding Bias: Pitfalls in Questionnaire Construction Questions must be worded so that they are comprehended by respondents.  A number of important factors must be taken into consideration:     A response set is the tendency to answer all questions in a specific direction regardless of the question's content.  Leading questions are those that are phrased in such a manner that it appears to respondents that the researcher expects a particular answer.    Threatening questions are those that respondents may find embarrassing and therefore difficult to answer.  It has been determined that the reporting of certain behaviors decreases as questions increase in their degree of threat.    Double barreled questions include two or more questions in one, and this poses a problem if respondents feel differently about the issues involved. Cover Letter A cover letter must succeed in overcoming any resistance or prejudice that respondents may have against the survey.  This document should: 1) identify the sponsoring organization and/or the persons conducting the study; 2) explain the purpose of the study; 3) tell why it is important that respondents answer the questionnaire; and 4) assure respondents that the information provided will be held in strict confidence. Instructions Instructions should be included at the beginning of questionnaires and should accompany any questions that are not self explanatory. Key Terms To assist you in familiarizing yourself with the Key Terms, imagine a series of “short answer” questions that ask you to define each term in your own words, using the text’s discussion as a guide. attitude (231) closed ended question (233) contingency question (235) double barreled question (242) factual question (231) filter question (235) leading question (241) matrix question (237) open ended question (233) opinion (232) Chapter 11 Notes quantifiers (237) question (230) ranking (238) rating (236) response bias (242) response set (240) threatening question (241) PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT :)