Asking Questions: The Definitive Guide to Questionnaire Design For Market Research, Political Polls, and Social and Health

• Questions about behavior should be specific and use familiar language to improve recall and reduce the likelihood of omitted responses.
• Longer questions that provide context and examples can aid in memory recall and lead to more accurate reporting of behaviors.

• Techniques such as self-administered questionnaires and randomized responses can help reduce the perceived threat of sensitive questions and improve the accuracy of responses.
• Embedding threatening questions within a list of less threatening topics can decrease their perceived importance and encourage honest responses.

• Specify the attitude object and ensure that questions are unambiguous to accurately measure attitudes and intentions.
• Use both unipolar and bipolar questions to capture different dimensions of attitudes and consider the context in which questions are asked.

• Open-ended questions are useful for exploring topics in-depth and obtaining rich qualitative data, but they require skilled interviewers and careful coding.
• Closed-ended questions are easier to analyze and reduce interviewer and coder variance, making them suitable for large-scale surveys.

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• Questions should be designed to assess both the recall and recognition of information, using a mix of open and closed formats.
• Pretesting questions can help identify potential misunderstandings and ensure that they accurately measure the intended knowledge.

• Performance evaluation questions should be specific and use clear criteria to ensure that respondents understand the basis for their evaluations.
• Consider using scales or rating systems to quantify performance assessments and facilitate comparison across respondents.

• Psychographic questions should explore values, interests, and lifestyles to provide insights into consumer behavior and preferences.
• Use a mix of qualitative and quantitative approaches to capture the complexity of psychographic profiles.

• Demographic questions should be straightforward and use standardized categories to ensure comparability across surveys.
• Consider the cultural and regional context when designing demographic questions to ensure relevance and accuracy.

• The organization of a questionnaire can influence response rates and data quality; start with less sensitive questions to build rapport.
• Use a logical flow and clear instructions to guide respondents through the questionnaire, minimizing confusion and fatigue.

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Asking Questions by Norman M. Bradburn, Seymour Sudman, and Brian Wansink is an invaluable resource for anyone involved in survey research.

Offering practical guidance on questionnaire design and question formulation, this book helps researchers gather accurate and meaningful data. Whether you are a novice or an experienced practitioner, this book provides the tools and insights needed to ask the right questions and obtain reliable information.