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Business Research Methods
Survey Research
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Surveys
Surveys ask respondents for information using verbal or written questioning
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Respondents Respondents
are a representative sample of people
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Gathering Information via Surveys
Quick Inexpensive Efficient Accurate Flexible
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Problems Poor Design Improper Execution
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Totalerror
Systematicerror (bias)
Random samplingerror
Tree Diagram of Total Survey Error
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Random Sampling Error A statistical fluctuation that occurs
because of change variation in the elements selected for the sample
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Systematic Error Systematic error results from some
imperfect aspect of the research design or from a mistake in the execution of the research
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Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
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Sample Bias
Sample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter
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Respondenterror
Nonresponseerror
Responsebias
Tree Diagram of Total Survey Error
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Respondent ErrorA classification of sample bias resulting from some respondent action or inaction
Nonresponse bias Response bias
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Non-response Error Non-respondents - people who
refuse to cooperate Not-at-homes Self-selection bias
Over-represents extreme positions Under-represents indifference
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Responsebias
Unconsciousmisrepresentation
Deliberatefalsification
Tree Diagram of Total Survey Error
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Response Bias
A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth
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Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
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A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position.
Acquiescence Bias
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A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions.
Extremity Bias
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A response bias that occurs because the presence of the interviewer influences answers.
Interviewer Bias
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Auspices Bias Bias in the responses of subjects
caused by the respondents being influenced by the organization conducting the study.
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Social Desirability Bias Bias in responses caused by
respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.
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Systematicerror (bias)
Administrativeerror
Respondenterror
Tree Diagram of Total Survey Error
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Administrative Error Improper administration of the
research task Blunders
Confusion Neglect Omission
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Data processing error
Sample selection error
Interviewer error
Interviewer cheating
Tree Diagram of Total Survey Error
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Administrative Error Interviewer cheating - filling in fake
answers or falsifying interviewers Data processing error - incorrect data
entry, computer programming, or other procedural errors during the analysis stage.
Sample selection error -improper sample design or sampling procedure execution.
Interviewer error - field mistakes
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M E TH O DO F
C O M M U N IC A TIO N
S TR U C TU R E DA N D D IS Q U IS E D
Q U E S TIO N S
TE M P O R A LC L A S S IF IC A TIO N S
C L A S S IF Y IN GS U R V E Y
R E S E A R C HM E TH O D S
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Time Period for Surveys Cross-sectional Longitudinal
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Cross-Sectional Study A study in which various segments
of a population are sampled Data are collected at a single
moment in time.
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Longitudinal Study A survey of respondents at
different times, thus allowing analysis of changes over time.
Tracking study - compare trends and identify changes consumer satisfaction
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Consumer Panel
A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.
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Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority.
Stages in Tracking Quality Improvement
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CommitmentCommitmentand and ExplorationExploration
BenchmarkingBenchmarking
InitialInitialqualityqualityimprovementimprovement
ContinuousContinuousQualityQualityImprovementImprovement
Stages in Tracking Quality Improvement
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Commitment and Exploration Stage Management makes a commitment
to total quality assurance Business researchers explore
external customers’ needs and problems.
Business researchers explore internal customers’ needs, beliefs, and motivations.
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Benchmarking Stage Research establishes quantitative
measures as benchmarks or points of comparison
Overall satisfaction and quality ratings of specific attributes
Employees actual performance and perceptions
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Tracking wave 1 measures trends Establishes a quality improvement
process within the organization. Translate quality issues into the
internal vocabulary of the organization.
Establish performance standards and expectations for improvement.
Initial Quality Improvement Stage
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Continuous Quality Improvement Consists of many consecutive
waves with the same purpose—to improve over the previous period.
Quality improvement management continues.
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Determinants of the Quality of Goods Performance Features Conformance with specifications Reliability Durability Serviceability Aesthetic design
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Access Communication Competence Courtesy Reliability Credibility
Determinants of Service Quality
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BusinessResearch Methods
Survey Research: Basic Communication Methods
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Surveys
Surveys as a respondent for information using verbal or written questioning
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Communicating with Respondents Personal interviews
Door-to-door Shopping mall intercepts
Telephone interviews Self-administered questionnaires
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Personal Interviews
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Good Afternoon, my name is_________. I am with _________survey research company. We are conducting a survey on_________
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Door-to-Door Personal Interview Speed of data collection
Moderate to fast Geographical flexibility
Limited to moderate Respondent cooperation
Excellent Versatility of questioning
Quite versatile
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Door-to-Door Personal Interview Questionnaire length
Long Item non-response
Low Possibility of respondent
misunderstanding Lowest
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Door-to-Door Personal Interview Degree of interviewer influence of
answer High
Supervision of interviewers Moderate
Anonymity of respondent Low
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Door-to-Door Personal Interview Ease of call back or follow-up
Difficult Cost
Highest Special features
Visual materials may be shown or demonstrated; extended probing possible
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Mall Intercept Personal Interview Speed of data collection
Fast Geographical flexibility
Confined, urban bias Respondent cooperation
Moderate to low Versatility of questioning
Extremely versatile
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Mall Intercept Personal Interview Speed of Data Collection
Fast Geographical Flexibility
Confined, urban bias Respondent Cooperation
Moderate to low Versatility of Questioning Extremely versatile
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Mall Intercept Personal Interview
Questionnaire length Moderate to long
Item non-response Medium
Possibility of respondent misunderstanding Lowest
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Mall Intercept Personal Interview Degree of interviewer influence of
answers Highest
Supervision of interviewers Moderate to high
Anonymity of respondent Low
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Mall Intercept Personal Interview Ease of call back or follow-up
Difficult Cost
Moderate to high Special features
Taste test, viewing of TV commercials possible
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Telephone Surveys
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Telephone Surveys Speed of Data Collection
Very fast Geographical Flexibility
High Respondent Cooperation
Good Versatility of Questioning
Moderate
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Telephone Surveys Questionnaire Length
Moderate Item Nonresponse
Medium Possibility of Respondent Misunderstanding
Average Degree of Interviewer Influence of Answer
Moderate
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Telephone Surveys Supervision of interviewers
High, especially with central location WATS interviewing
Anonymity of respondent Moderate
Ease of call back or follow-up Easy
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Telephone Surveys Cost
Low to moderate Special features
Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology
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Telephone Surveys Central location interviewing Computer-assisted telephone
interviewing Computerized voice-activated
interviews
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Most Unlisted Markets Sacramento, CA Oakland, CA Fresno, CA Los Angles/Long Beach, CA
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The Frame, November 2001 Published by Survey Sampling, Inc.
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M A IL IN -P E R S O ND R O P -O F F
IN S E R TS F A X
P A P E RQ U E S TIO N N A IR E S
E -M A IL IN TE R N E TW E B S ITE
K IO S K
E L E C TR O N ICQ U E S TIO N N A IR E S
S E L F -A D M IN IS TE R E DQ U E S TIO N N A IR E S
Self-Administered Questionnaires
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Mail Surveys
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Mail Surveys Speed of data collection
Researcher has no control over return of questionnaire; slow
Geographical flexibility High
Respondent cooperation Moderate--poorly designed questionnaire
will have low response rate
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Mail Surveys Versatility of questioning
Highly standardized format Questionnaire length
Varies depending on incentive Item nonresponse
High
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Mail Surveys Possibility of respondent
misunderstanding Highest--no interviewer present for
clarification Degree of interviewer influence of
answer None--interviewer absent
Supervision of interviewers Not applicable
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Mail Surveys Anonymity of respondent
High Ease of call back or follow-up
Easy, but takes time Cost
Lowest
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• Write a “sales oriented” cover letter• Money helps
- As a token of appreciation- For a charity
• Stimulate respondents’ interest with interesting questions• Follow Up
- Keying questionnaires with codes• Advanced notification• Sponsorship by a well-known and prestigious institution
How to Increase Response Rates for Mail Surveys
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Increasing Response Rates Effective cover letter Money helps Interesting questions Follow-ups Advanced notification Survey sponsorship Keying questionnaires
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E-Mail Questionnaire Surveys Speed of data collection
Instantaneous Geographic flexibility
worldwide Cheaper distribution and
processing costs
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E-Mail Questionnaire Surveys Flexible, but
Extensive differences in the capabilities of respondents’ computers and e-mail software limit the types of questions and the layout
E-mails are not secure and “eavesdropping” can possibly occur
Respondent cooperation Varies depending if e-mail is seen as
“spam
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A self-administered questionnaire posted on a Web site.
Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer.
Internet Surveys
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Speed of data collection Instantaneous
Cost effective Geographic flexibility
worldwide Visual and interactive
Internet Surveys
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Respondent cooperation Varies depending on web site Varies depending on type of sample When user does not opt-in or expect a
voluntary survey cooperation is low. Self-selection problems in web site
visitation surveys - participants tend to be more deeply involved than the average person.
Internet Surveys
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Versatility of questioning Extremely versatile
Questionnaire length Individualized base on respondent
answers Longer questionnaires with panel samples
Item non-response Software can assure none
Internet Surveys
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Internet Surveys Representative samples The quality of internet samples
may vary substantially. A sample of those who visit a web
page and voluntarily fill out a questionnaires can have self-selection error.
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Internet Surveys
1) not all individuals in the general public have internet access 2) many respondents lack powerful computers with high-speed connections to the internet 3) many respondents computer skills will be relatively unsophisticated.
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Internet Surveys Possibility for respondent
misunderstanding High
Interviewer influence of answers None
Supervision of interviewersnot required
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Anonymity of Respondent Respondent can be anonymous or
known Ease of Callback or Follow-up
difficult unless e-mail address is known
Special Features allows graphics and streaming media
Internet Surveys
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Welcome Screen Welcome Screen like a cover letter It contains the name of the research
company and how to contact the organization if there is a problem or concern.
"If you have any concerns or questions about this survey, or if you experience any technical difficulties, please contact (NAME OF RESEARCH ORGANIZATION).
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Welcome Screen should ask for password and give instructions Please enter your personal password
from your invitation.Then, press the "enter" key to begin the survey or simply click on the right arrow at the bottom of the page to begin the survey (after you have read the remaining instructions):
During the survey, please do not use your browser's FORWARD and BACK buttons.
Use the arrows on the lower right to move backward and forward through the survey.
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There is no best form of survey; each has advantages and disadvantages.
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Selected Questions to Determine the Appropriate Technique Is the assistance of an interviewer
necessary? Are respondents interested in the
issues being investigated? Will cooperation be easily
attained?
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Selected Questions to Determine the Appropriate Technique
How quickly is the information needed?
Will the study require a long and complex questionnaire?
How large is the budget?
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Pre-testingA trial run with a group of respondents to iron out fundamental problems in the instructions of survey design
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“Practice is the best of all instructors.”
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BusinessResearch Methods
Measurement
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Concept
A generalized idea about a class of objects, attributes, occurrences, or processes
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Operational Definition
Specifies what the researcher must do to measure the
concept under investigation
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Media skepticism - the degree to which individuals are skeptical toward the reality presented in the mass media. Media skepticism varies across individuals, from those who are mildly skeptical and accept most of what they see and hear in the media to those who completely discount and disbelieve the facts, values, and portrayal of reality in the media.
Media Skepticismconceptual definition
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Media SkepticismOperational Definition
Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true?1. The program was not very accurate in its portrayal of the problem.2. Most of the story was staged for entertainment purposes.3. The presentation was slanted and unfair.
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Scale Series of items arranged according
to value for the purpose of quantification
A continuous spectrum
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Nominal Scale
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Ordinal Scale
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Interval Scale
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Ratio Scale
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Scale Properties Uniquely classifies Preserves order Equal intervals Natural zero
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Nominal Scale Properties Uniquely classifies
Sammy Sosa # 21 Barry Bonds # 25
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Ordinal Scale Properties Uniquely classifies Preserves order Win, place, & show
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Interval Scale Properties Uniquely classifies Preserves order Equal intervals
Consumer Price Index (Base 100) Fahrenheit temperature
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Ratio Scale Properties Uniquely classifies Preserves order Equal intervals
Natural zero Weight and distance
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Index Measures
ATTRIBUTES A single characteristic or fundamental feature that pertains to an object, person, or issue
COMPOSITE MEASURE A composite measure of several variables to measure a single concept; a multi-item instrument
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The Goal of Measurement Validity
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The ability of a scale to measure what was intended
to be measured
Validity
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The degree to which measures are free from
random error and therefore yield consistent results
Reliability
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Old Rifle New Rifle New Rifle Sun glare
Low Reliability High Reliability Reliable but Not Valid
(Target A) (Target B) (Target C)
Reliability and Validity on Target
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F A C E O R C O N TE N T
C O N C U R R E N T P R E D IC TIV E
C R ITE R IO N V A L ID ITY C O N S TR U C T V A L ID ITY
V a lid ity
Validity
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TE S T R E TE S T
S TA B IL ITY
E Q U IV A L E N T F O R M S S P L ITTIN G H A L V E S
IN TE R N A L C O N S IS TE N C Y
R E L IA B IL ITY
Reliability
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Sensitivity A measurement instrument’s
ability to accurately measure variability in stimuli or responses.
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Attitude Measurement
BusinessResearch Methods
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Attitude
An enduring disposition to consistently respond in a given matter
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Attitudes as Hypothetical Constructs
The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables.
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Three Components of an Attitude
Affective Cognitive Behavioral
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The feelings or emotions toward an object
Affective
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Knowledge and beliefs
Cognitive
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Behavioral Predisposition to action Intentions Behavioral expectations
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Ranking Rating Sorting Choice
Measuring Attitudes
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The Attitude Measuring Process
Ranking - Rank order preference
Rating - Estimates magnitude of a characteristic
Sorting - Arrange or classify concepts
Choice - Selection of preferred alternative
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Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus.
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Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent’s position on a scale(s) is where he or she would rate an object.
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Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts.
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Choice between two or more alternatives is another type of attitude measurement - it is assumed that the chosen object is preferred over the other.
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Physiological measures of attitudes provide a means of measuring attitudes without verbally questioning the respondent. for example, galvanic skin responses, measure blood pressure etc.
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Simple Attitude ScalingIn its most basic form, attitude scaling requires that an individual agree with a statement or respond to a single question. This type of self-rating scale merely classifies respondents into one of two categories;
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Simplified Scaling Example
THE PRESIDENT SHOULD RUN FOR RE-ELECTION
_______ AGREE ______ DISAGREE
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Category ScalesA category scale is a more sensitive measure than a scale having only two response categories - it provides more information. Questions working is an extremely important factor in the usefulness of these scales.
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Example of Category ScaleHow important were the following in your decision to visit San Diego (check one for each item)
VERY SOMEWHAT NOT TOO
IMPORTANT IMPORTANT IMPORTANT
CLIMATE ___________ ___________ ___________
COST OF TRAVEL ___________ ___________ ___________
FAMILY ORIENTED ___________ ___________ ___________
EDUCATIONAL/
HISTORICAL ASPECTS _________ ___________ ___________
FAMILIARITY WITH
AREA ___________ ___________ ___________
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An extremely popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. Response alternatives: “strongly agree”, “agree”, “uncertain”, “disagree”, and “strongly disagree”.
Method of Summated Ratings: The Likert Scale
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Likert Scale for Measuring Attitudes Toward TennisIt is more fun to play a tough,
competitive tennis match tan to play an easy one.
___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree
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There is really no such thing as a tennis stroke that cannot be mastered.___Strongly Agree___Agree ___Not Sure ___Disagree ___Strongly Disagree
Likert Scale for Measuring Attitudes Toward Tennis
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Playing tennis is a great way to exercise.
___Strongly Agree___Agree ___Not Sure ___Disagree ___Strongly Disagree
Likert Scale for Measuring Attitudes Toward Tennis
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Semantic Differential A series of seven-point bipolar
rating scales. Bipolar adjectives, such as “good” and “bad”, anchor both ends (or poles) of the scale.
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Semantic Differential
A weight is assigned to each position on the rating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.
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Semantic Differential Scales for Measuring Attitudes Toward Tennis
Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull
Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex
Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active
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Numerical ScalesNumerical scales have numbers as response options, rather than “semantic space’ or verbal descriptions, to identify categories (response positions).
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Stapel ScalesModern versions of the Stapel scale place a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives.The advantage and disadvantages of a Stapel scale, as well as the results, are very similar to those for a semantic differential. However, the Stapel scale tends to be easier to conduct and administer.
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A Stapel Scale for Measuring a Store’s Image
DepartmentStore Name
+3+2+1
Wide Selection-1-2-3
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Select a plus number for words that you think describe the store accurately. the more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the large the minus number you should choose, therefore, you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very inaccurate.
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The behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. For example:
A 25-year old woman sales representativeWould ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not
Ask this person for advice.
Behavioral Differential
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Paired Comparisons In paired comparisons the respondents are
presented with two objects at a time and asked to pick the one they prefer. Ranking objects with respect to one attribute is not difficult if only a few products are compared, but as the number of items increases, the number of comparisons increases geometrically (n*(n -1)/2). If the number of comparisons is too great, respondents may fatigue and no longer carefully discriminate among them.
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Divide 100 points among each of the following brands according to your preference for the brand:
Brand A _________
Brand B _________
Brand C _________
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Graphic Rating Scales
A graphic rating scale presents respondents with a graphic continuum.
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3 2 1Very VeryGood Poor
Graphic Rating Scale Stressing Pictorial Visual Communications
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Monadic Rating Scale
A Monadic Rating Scale asks about a single concept
Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup.
Completely Very Fairly Well Somewhat VerySatisfied Satisfied Satisfied Dissatisfied Dissatisfied
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A Comparative Rating Scale
A Comparative Rating Scale asks respondents to rate a concept by comparing it with a benchmark
Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position.
TOO MUCH ABOUT RIGHT TOO LITTLE
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An Unbalanced ScaleAn Unbalanced Scale has more responses distributed at one end of the scale
How satisfied are you with the bookstore in the Student Union?
Neither Satisfied Quite VerySatisfied Nor Dissatisfied Satisfied Dissatisfied
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Examples of Bias in Questions
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Examples of Bias in Questions
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Examples of Bias in Questions
Unfair Alternatives Bad: Some people say that the city is
spending too much on building new public schools. Do you agree or disagree?
Improved: Some people say that the city is spending too much on building public schools ... and others say the city is not spending enough. With which opinion do you agree?
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Examples of Bias in Questions
Maligning the Other Side Bad: Do you think the government
should spend more of our tax money on the slums?
Improved: Do you think the government should spend more ... or less money on replacing the slum neighborhoods in the city with new housing projects?
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Examples of Bias in Questions
Damning with Faint Praise Bad: Some people say that the Mayor's
plan is a poor plan to solve garbage removal problems in the city. Others say it will do for now until a better solution is found. Do you think it is a good plan or a poor plan?
Improved: Some people favor and some oppose the plan for combined garbage and trash removal by the city.
Do you think the plan is a good solution ... or a poor solution to the garbage removal problem?
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Examples of Bias in Questions
Deliberately Omitting Names Bad: Hello ... I'm conducting a poll for
Sam Snide, a candidate for mayor of the city. If the election were held today, whom would you vote for ... Mr. Snide, or one of the other candidates?
Improved: I am conducting a survey on the mayoral election...
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Examples of Bias in Questions
Inappropriate Use of Titles Bad: State Attorney General Allen P.
Mutt is running for governor this year against Tom L. Jeff. Which man, Mutt or Jeff, is best qualified to be governor?
Improved: Allen P Mutt and Tom L. Jeff. Are running for governor this year. Which man, Mutt or Jeff, is best qualified to be governor?
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Examples of Bias in Questions
Personalities Bad: Would you say that governor
Hunt's energy program for promoting solar heating of private homes has been very effective, fairly effective, not too effective, or not effective at all?
Improved: Would you say that the state energy program for promoting solar heating of private homes has been very effective, fairly effective, not too effective, or not effective at all?
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Examples of Bias in Questions
Emotionally Charged Words Bad: Congressman Pork barrel has
been accused of defrauding the voters of this district. Do you agree or disagree with that charge?
Improvement: One of the issues in this campaign is how well Congressman Pork barrel has carried out his campaign promises. Do you think that Pork barrel has done an excellent, good, poor, or very poor job of doing what he said he would do?
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Examples of Bias in Questions
Conditioned by Context Q1: Tom Fetzer is mayor of the city.
In your opinion is he doing a good ... or poor job as mayor?
Q2: As you understand it, what are the mayor's principal duties in office?
Note: the response to the second question is conditioned by your response to the first it would be better to reverse the order or ask only one!
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Examples of Bias in Questions
Embarrassing Questions Bad: How much time did you spend reading
the newspaper yesterday? Improvement: Did you have a chance to
read the newspaper yesterday? (IF YES: About how much time did you spend reading the newspaper yesterday?)
Bad: What is your religion? Improvement Do you happen to have a
religious preference? (IF YES: What is your religious preference?)
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Examples of Bias in Questions
Embarrassing Questions Bad: Did you vote in the city
election last month? Improvement Did you happen to
vote in the city election last month, or didn't you have a chance to vote?
Bad: How old are you? Improvement: In what year were
your born?
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Examples of Bias in Questions
Embarrassing Questions Bad: Did you vote in the city
election last month? Improvement Did you happen to
vote in the city election last month, or didn't you have a chance to vote?
Bad: How old are you? Improvement: In what year were
your born?
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Examples of Bias in Questions
Illogical Sentence Construction Bad: Some people say that Senator
Helms is doing an excellent job in office, and some people say he is doing a very poor job. What kind of job do you think Senator Helms is doing ... excellent, good, poor, or very poor?
Improvement: Would you say that Helms is doing an excellent, good, poor, or very poor job as United States Senator?
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Examples of Bias in Questions
Two-part Questions Bad: Do you think that Mayor Booth
should run for re-election this year, or could the Democrats find a stronger candidate?
Improvement: Q1: Do you think that Mayor Booth should or should not run for re-election this year?
Q2: Do you think the Democrats could or could not find a stronger candidate than Mayor Booth this year?
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Examples of Bias in Questions
Ambiguous Questions Bad: Did you vote in the last
election? Improvement: Did you vote in the
city election for Mayor last June? Bad: Are you in favor of a larger
government role in housing and the environment?
Improvement: Q1: Are you in favor of a larger role for the federal government in the environment? Q2: Are you in favor of a larger role for the federal government in housing?
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Examples of Bias in Questions
Indefinite Persons or Places Bad: Are there many voters living
around here? Improvement: Of the people you
personally know living on Apple Street between 34th and 35th Avenues, about how many do you know to be registered to vote ... Would you say nearly all, maybe about three-quarters, about half ... or less than half?
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Examples of Bias in Questions
Indefinite Concepts Bad: Among you circle of friends, is
there anyone whose opinions or advice you frequently ask about the public affairs issues of the day?
Improvement: Among your circle of friends is there anyone whose opinions or advice you frequently ask ... about such issues as the energy crisis?
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