Survey Design CONSTRUCTING THE QUESTIONNAIRE

 Open-ended Question: asks a question to which respondents can give any answer  Closed-ended Question: both ask a question and gives the respondent fixed responses from which to choose

Advantages Easier and quicker Answers are easy to compare Answers are easy to code and statistically analyze Choices can clarify questions Are more likely to answer sensitive questions Fewer confused answers Less articulate or less literate respondent are not a disadvantage Replication is easier

Disadvantages They suggests ideas that the respondent would not otherwise have Respondent with no opinion or no knowledge can answer Respondent could be frustrated because their answer is not a choice Confusing if many response choice offered Misinterpretation if a question can go unnoticed Marking the wrong response is possible Force the respondents to give simplistic responses to complex issues Force people to make choices they would not make in the real world

Advantages The permit an unlimited number of possible answers Respondents can answer in detail and can qualify and clarify responses Unanticipated findings can be discovered They permit adequate answers to complex issues They permit creativity, self-expression, and richness of detail They reveal a respondents logic, thinking process, and frame of reference

Disadvantages Different respondents give different degrees detail in answers Responses may be irrelevant or buried in useless detail Comparisons and statistical analysis became difficult Coding response is difficult Articulate and highly literate respondent have an advantage Question may be too general for respondent who lose directions Responses are verbatim Time -consuming Respondent can be intimidated by questions Answers take up a lot of space in the questionnaire

 Survey researchers debate whether to include choices for natural, middle and nonattitudes e.g., Not Sure Don’t Know No Opinion

(1) Accepting a middle choice or “ no attitude” response when respondents hold nonneutral opinion. “ Falsely Stating an opinion when one does not know”

(2) Forcing respondents to choose a position on an issue when they have no opinion on it. “ Falsely stating Don’t Know when one has an opinion”

 It is usually best to offer a nonattitude choice  It is usually best to offer a nonattitude choice, because people will express opinions on fictitious issues, objects and events. By offering (middle or no opinion) choice, researchers identify those holding middle positions or those without opinion.

 The issue of nonattitudes can be approached by distinguished among three kinds of attitude questions: (1) Standard – Format (2) Quasi-Filter (3) Fully-Filter questions

 The standard format question does not offer a Don’t Know choice. A respondent must volunteer it. i.e., “ The Russian leaders are basically trying to get with America.” Agree Disagree [ ] [ ] [ ] [ ]

 Offers respondents a Don’t Know alternative The Russian leaders are basically trying to get with America i.e., “ The Russian leaders are basically trying to get with America.” Agree Disagree No opinion [ ] [ ] [ ] [ ] [ ] [ ]

 Is a special case of contingency question; they do not eliminate all answers to nonexistent issues, but they reduce the problem. First it asks if respondents have an opinion Then asks for the opinion those who state that they do have an opinion.

 i.e., Not everyone has an opinion on this statement, if you do not have an opinion, just say so. The Russian leaders are basically trying to get with America “ The Russian leaders are basically trying to get with America.” Do you have opinion on that?[Yes] [No] Do you have opinion on that? [Yes] [No] If yes, do you[ Agree] [Disagree] If yes, do you [ Agree] [Disagree]

They chose a middle position when it is offer, or another alternative if it is not. Many respondents will answer a question if “No opinion” choice is missing, but they will choose “ Don’t Know” when it is offered, or say they don’t have an opinion if asked.

 Respondents are more likely to choose the last alternative offered  The recency effect suggests that it is best to present a responses on a continuum, with the middle or natural position stated in the middle.