| It is a skill developed over time and subject to constant | | | | Sponsor identification too early in the interviewing |
| improvement. Four general guidelines are useful to | | | | process can also distort the data acquisition process. It |
| bear in mind during the wording and sequence of each | | | | does not take long, for example, for a person to |
| question posed in the data acquisition process. | | | | recognize that a survey is being conducted for Miller |
| (1) The wording must be clear: If the researcher | | | | beer if, after the third question, every question is |
| decides that a question is absolutely necessary, that | | | | related to this product. Similarly, an opening statement |
| question must be stated so that it means the same | | | | such as, "We are conducting a study on the quality of |
| thing to all respondents. Ambiguous terminology should | | | | banking for Northeast National Bank and would like to |
| be avoided, such as "Do you live within five minutes of | | | | ask you a few questions" can influence responses. |
| here?" or "Where do you usually shop for clothes?" | | | | Sometimes, of course, the true purpose of the study |
| The first example depends on the mode of | | | | must be disguised to obtain an unbiased response. |
| transportation (maybe the respondent walks), driving | | | | (3) Consider the ability of the respondent to answer |
| speed, perceived elapsed time and other factors. It | | | | the question: in some cases, a respondent may have |
| would normally be prudent to show the respondents a | | | | never acquired the information to answer the question. |
| map with certain areas delineated and ask if they live | | | | Asking a man, which brand of sewing thread is most |
| within the area. The second question depends on the | | | | preferred by his wife would often fall into this category. |
| type of clothing, the occasion, the member of the | | | | Asking a respondent about a store or brand that they |
| family and the meaning of the word where. | | | | have never encountered creates the same problem. |
| Clarity also implies the use of reasonable terminology. | | | | When a question is worded in this manner, it often |
| A questionnaire is not a vocabulary test. Jargon should | | | | pushes the respondent to give a wild guess. This |
| be avoided and verbiage should be geared to the | | | | creates measurement error, since uninformed opinions |
| target audience. Every prospective respondent | | | | are recorded and the data acquisition process renders |
| represents a separate frame of reference. That is, | | | | false statistics. |
| each person is unique in personality, mental ability, | | | | (4) Consider the willingness of the respondent to |
| experiences, education and views of the world. | | | | answer the question: The memory of the respondent |
| Therefore, the questionnaire designer must use | | | | may be totally clear, yet the respondent may not be |
| terminology native to the target respondent group and | | | | willing to give a truthful reply. Reporting of an event is |
| not to research jargon. The first task of wording | | | | likely to be distorted in a socially desirable direction. If |
| questions, then, is to translate questions into everyday | | | | the event is perceived as embarrassing, sensitive in |
| language. | | | | nature, threatening, or divergent from one's self-image, |
| (2) Select words as to avoid biasing the respondent: A | | | | it is likely either not to be reported at all or to be |
| question such as, "Do you often shop at lower class | | | | distorted in a desirable direction. One technique is to |
| stores like K-Mart?" evokes an obvious response. | | | | ask the question in the third person. For example, "Do |
| Similarly, "Have you purchased any high-quality Black | | | | you think that most people charge more on their credit |
| and Decker tools in the past six months?" also biases | | | | cards than they should? Why?" By asking about "most |
| respondents. Questions can be leading, such as, | | | | people" rather than about the respondents themselves, |
| "Weren't you pleased with the good service you | | | | researchers may be able to learn more about the |
| received last night at the Holiday Inn?" These | | | | respondents' attitude about credit and debt. This data |
| examples are quite obvious. Unfortunately, bias may | | | | acquisition method makes embarrassing topics less |
| be much more subtle than is illustrated in these | | | | intimidating for the respondent to discuss. |
| examples. | | | | |