Unformatted text preview: t are survey objectives, resources and
constraints? • Determine Type of Interviewing Method
− Personal, telephone, electronic, etc. Step Details
• Determine Individual Question Content
− is the question necessary?
− Is the question sufficient to get the information
• Avoid double-barreled questions. You have to define what information you need because not all the
objectives can be met through surveys, so you have to define which of
those your going to satisfy through surveys.
Also want to understand resources and constraints to the survey
method. And how you are going to design the survey depending on
those constraints. This is figuring out the scope of the questions in general (the content
of the survey). You want to make sure that all the information is
necessary to what you are trying to figure out.
Have to think about being concise, don't combine questions to try to
save space (double-barreled questions). 3 Are Several Questions Needed
Instead of One? If you say 'no' to this question the researcher doesn't know if you
don't think its tasty or if you don't think its refreshing. • Sometimes, several questions are needed to obtain the
required information in an unambiguous manner.
Consider the question,
“Do you think Coca-Cola is a tasty and refreshing soft drink?”
(Incorrect) • Such a question is called a double-barreled question,
because two or more questions are combined into one.
To obtain the required information, two distinct questions
should be asked:
“Do you think Coca-Cola is a tasty soft drink?” and
“Do you think Coca-Cola is a refreshing soft drink?”
(Correct) Step Details
• Inability to Answer Have to make sure the respondents are willing and able to answer the
question. Ability: are they informed on the survey topic? − is the respondent informed on the survey topic
− can the respondent remember?
− Can the respondent articulate the response? • Unwillingness to Answer
− too much effort required to answer the question
− context Try to avoid someone's unwillingness to respond to a question (drinks
in gallons because that takes too much time to calculate it all). If you
dont feel there is a purpose for a question you aren't going to answer
it. − won’t answer if response doesn’t appear to serve a legitimate
− sensitive information
• ways to increase willingness Overcoming Inability To Answer
Can the Respondent Remember?
How many gallons of soft drinks did you consume during the
last four weeks? (Incorrect)
How often do you consume soft drinks in a typical week?
1. ___ Less than once a week 2. ___ 1 to 3 times per week 3. ___ 4 to 6 times per week 4. ___ 7 or more times per week 4 Overcoming Unwillingness
Please list all the departments from which you purchased
merchandise on your most recent shopping trip to a department store.
(Incorrect) In the list that follows, please check all the departments from
which you purchased merchandise on your most recent shopping
trip to a department store.
17. Women's dresses
Other (please specify) ____
____ (Correct) I...
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This document was uploaded on 03/25/2014.
- Spring '14