Chapter 10 Learning Objectives:
- Explain how cognitive processing and conversational analysis inform the science of asking questions.
- Describe the relative advantages and disadvantages of open- and closed-ended questions.
- Apply a variety of response formats in writing survey questions.
- Demonstrate the appropriate placement of sensitive, background, and other types of survey questions in constructing a survey instrument.
- Recognize basic wording problems in survey questions such as lack of precision, inappropriate vocabulary, leading questions, and double-barreled questions.
- Identify ways of addressing the frame of reference problem, memory problems, and response bias problems in survey research.
- Distinguish among different forms of evaluating and pretesting survey questions.