Chapter 10 Learning Objectives:

  1. Explain how cognitive processing and conversational analysis inform the science of asking questions.
  2. Describe the relative advantages and disadvantages of open- and closed-ended questions.
  3. Apply a variety of response formats in writing survey questions.
  4. Demonstrate the appropriate placement of sensitive, background, and other types of survey questions in constructing a survey instrument.
  5. Recognize basic wording problems in survey questions such as lack of precision, inappropriate vocabulary, leading questions, and double-barreled questions.
  6. Identify ways of addressing the frame of reference problem, memory problems, and response bias problems in survey research.
  7. Distinguish among different forms of evaluating and pretesting survey questions.