By Norman M. Bradburn
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Additional info for Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires (Research Methods for the Social Sciences)
Personal interviews conducted by telephone provide less social interaction than a face-toface interview but more than a self-administered questionnaire. To compensate for the lack of interaction, the self-administered questionnaire, whether paper-and-pencil or electronic, must depend entirely on the questions and written instructions to elicit accurate responses and motivate the respondent to participate in the study. The interviewer does not have the opportunity to encourage or clarify, as would be possible in a face-to-face interview and to some extent in a telephone interview.
As we shall discuss later in the chapter, it is highly likely that respondents who frequently engage in an activity will not count individual episodes but will estimate. The period for activities is extended to a year because many of these activities are seasonal; a survey conducted in the winter would get no data on summer sports. 2. ” is intended to reduce or eliminate social desirability biases. Although jogging appears to be a nonthreatening topic, some respondents who do not jog might be tempted to report that they did, because jogging is popular and associated with health and ﬁtness.
The research question deﬁnes the purposes of the study and is the touchstone against which decisions are made about the speciﬁc individual questions to be included in the questionnaire. The research question is most often general and may involve abstract concepts that would not be easily understood by the respondents being surveyed. For example, you may want to determine the attitudes of the American public on gun control, the effects of a particular television program on health information and health practices of those who view it, or whether an increase in automation is resulting in an increase in worker alienation.
Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires (Research Methods for the Social Sciences) by Norman M. Bradburn