Unformatted text preview: it. heater on in the winter, does that Do you like to fly when traveling short distances,
or would you rather drive?
(Correct) 18 Choosing Question Wording
Avoid Generalizations and Estimates how many people are in the household? all boys, all girls? 3 year old?
demographics, how old they are and gender. “What is the annual per capita expenditure on groceries in
(Incorrect) dont want to make anyone upset.
“What is the monthly (or weekly) expenditure on groceries in
“How many members are there in your household?”
(Correct) Step Details: Establish Order of
• Questions should be positioned logically everything has to be in a logical order!!!! • The opening questions should be interesting,
simple, and non-threatening. confuses respond. Screener questions opening questions need to be nonthreatening. • Skip patterns
• Prompters at strategic points
• Position difficult, sensitive and/or demographic
questions should be placed late in the sequence
or at end Ordering of Questions
Question Type Nature Function Example Qualifying/
Questions Focus on
To determine if
a respondent is
inclusion criteria eligible to
the survey Introductory
warm-ups Broad, easy
questions To break the ice How often do you
and put the
shop for groceries?
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- Spring '14
- Level of measurement