Open ended questions: no options provided.◦ Pros:

access ideas the researcher has not considered

insight into respondents’ vocabulary

insight into relative importance (based on ordering)

◦ Cons:

difficult to record, to code, and to enter data

results in greater expense and time

Closed ended questions (fixed alternative):

◦ Pros:

cheaper, faster, easier data collection and entry

◦ Cons:

miss “rich” data, only measures what researcher has

conceived.

Dichotomous: choose one of two

◦ e.g. yes/no

Multiple choice alternatives:

◦ determinant choice: select only one

◦ checklist: select all that apply

Scale responses

◦ Likert, Semantic differential, sum scales, distance, etc.

Single issue per question Brief Common interpretation Comprehensible vocabulary Simple Exhaustive categories Mutually exclusive categories

No unclear assumptions◦ Why do you download music? (You may check off more

than one box.)____ CDs are too expensive____ CDs only contain a few good songs____ It is more practical (no need to leave home)____ Rather spend money elsewhere____ Do not believe in supporting the music industry____ Convenience____ Other◦ This assumes that they download

Not beyond experience/ability◦ Who was the best U of L president?

No specific examples (unless needed)What is your favourite brand of chocolate bar? (e.g. Coffee Crisp,

Snickers, etc.) __________________

Stating a few limits ability to remember others (cueing effect)

Don’t ask info they can’t rememberHow much did you spend on groceries in the last month?

____________

No ambiguityHow many advertisements promoting music sharing can you recall?

A) 0 B) 1-2 C) 3-4 D) more than 4

[Does this mean different ads, or different showings of an ad?]

No double-barreled questions◦ I believe that all that is legal is ethical and all

that is illegal is unethical.Strongly disagree 1 2 3 4 5 6 Strongly agree

What if they believe all that is illegal is unethical, but all that is legal isn’t necessarily ethical?

No leading questions◦ Do you support the school board’s innovative

new math curriculum?Not at all 1 2 3 4 5 6 Strongly support

“Innovative, new” may suggest what the “correct” answer is

No loaded questionsDo you support helping child victims of AIDS?Not at all 1 2 3 4 5 6 Strongly[The “morally correct” answer is obvious]

Not overly complex◦ Do you feel that the contractual clause 59B

section II should be revised to indicate the new funding options available to employees in the temporary worker category when workers are eligible for maternity/paternity leave, conditional upon their years of service and job classification?

◦ Yes__ No__

Use attractive single unit (a nice “booklet)”

Offer incentives (don’t have to be large)

Use postcard to warn

Use postcard to remind

“Cover letter”◦ Who, instructions, incentive, screening (if

needed) Instructions

◦ How to proceed (e.g. don’t skip ahead/back) Screening

◦ Get the right people Warm-up (if necessary)

◦ Easy and interesting questions Transition statement (if necessary) Key content/difficult questions Demographics

Gain attention, pique interest◦ Start easy and interesting

Avoid priming concepts, directing responses◦ General to specific; Open to closed

Randomize or counterbalance◦ Response order; Question order

Place similar questions together ◦ mind frame

Clearly distinguish question and responses◦ CAPS versus lower case, etc.

LAYOUT A (bad):

Do you agree, disagree or have no opinion that this company has: A good vacation policy - disagree/not sure/agree. Good management feedback - disagree/not sure/agree. Good medical insurance - disagree/not sure/agree.

LAYOUT B (better):

Does this company have:   Disagree Not Sure Agree     A good vacation policy     1       2       3    Good feedback   1       2    3    Good medical insurance 1      2  3   

Pretest the questionnaire◦ Test on “experts”

◦ Test on target market

Pretesting approaches◦ Complete the survey

◦ Interpret the questions: what do they “mean”

◦ Define key words

◦ Comment on confusing items, missing items

◦ Address response options as well as questions

Halo effect

Positivity/negativity bias

Extremeness aversion/extremeness seeking

Framing

Priming