Chapter 6 - Test 2

Question 1

Judgment Phase

Answer 1

• Do your participants understand what you are asking?
• Is it relevant to them?
• Is it clear?

Question 2

Response Translation Phase

Answer 2

*Can you turn their answer into a useful piece of data?
*How finely do you want to measure a construct?
*How finely can you measure a construct?
You can do these by number of choices (7 is the magic number) and use of anchors

Question 3

K.I.S.S.

Answer 3

Keep it simple stupid…simpler the better
The simpler the question, the less likely it is to be misinterpreted

Question 4

Simple Language

Answer 4

• No jargon
• No technical terms
• No unexplained acronyms
• Be direct
  If they don’t understand the question, they will answer it anyway (result in BAD DATA)

Question 5

Double Negatives

Answer 5

• How do you like the “not” questions on test?
• Do you never not use your seatbelt?

AVOID NEGETIONS

Question 6

Double-barreled questions

Answer 6

• Are you in favor of legalizing pot and heroine?
• Would you vote for a candidate that increased taxes and military spending

BREAK THEM UP (2 DIFFERENT ?’s)

Question 7

Relevancy

Answer 7

Do you prefer mornings or evenings to do your homework?

PROBLEM: NOT EVERYONE DOES HOMEWORK

Question 8

Other Wording Issues

Answer 8

• Hypothetical ?’s * Hidden assumptions
• Leading ?’s * Social Desirability
• Value Judgements
• Context effects
• Order in questions
• Sensitive Issues: sex, politics, religion, or drug use)
  a. ease into them b. ask them carefully
  c. guarantee anonymity

Question 9

Open-ended questions

Answer 9

• Any answer is possible
• Unlimited

Question 10

Closed-ended questions (Force Choice items)

Answer 10

*Limited set of answers provided to select
Examples: Yes/No or True/False

Provide enough response choices so all takers can have a relevant choice
Weight values vary per choice —emphasize what determines the bigger or smaller score with what you are measuring

Question 11

Rating Scales Types

Answer 11

• Multiple alternative/choice sets
• Likert Scales
• Dichotomous Scales
• Visual analog scales
• Rank order scales
• Semantic differential scales

Question 12

Multiple Choice Question

Answer 12

Consists of three or more exhaustive mutually exclusive categories

Question 13

Likert Scale

Answer 13

Four to seven choices to select from based on a listed statement

Example … Strongly agree, slightly agree, undecided, slightly disagree, strongly disagree.

Question 14

Anchors

Answer 14

label the beginning and end of numbered rating scale

Example …
Strongly Agree, 1, 2, 3, 4, 5, Strongly Disagree

Question 15

Dichotomous Questions

Answer 15

Generally YES/NO or TRUE/FALSE ?’s

Question 16

Visual Analog Scales

Answer 16

a.) 100mm line with a low end (No Pain) and a high end (Worst Possible Pain) that participant marks the spot on the line where their pain level is. This is later measured with a ruler to determine the weight of the participant’s responses.

b.) emotional faces used in the doctor’s office for determining the patient’s pain level.

Question 17

Rank Order Scaling

Answer 17

Items that need to be ranked by criteria (Including instructions and numbers to be used with explanations)
Example:
Consider when buying a new car (1=most important, 2=next most important, through 6=least important.)
*Fuel Consumption *Max Speed
*Quick Acceleration *safety cage
*Servicing cost *Status/prestige

Question 18

Semantic Differential Scale

Answer 18

Seven point rating scale that has two bi-polar adjectives at the end
Example: I think tattoos are:
7 - Attractive, 6, 5, 4, 3, 2, 1 - Very Unattractive

Question 19

Variation = Variability

Answer 19

*AVOID floor/ceiling effects
*AVOID restriction of range artifacts

Measurement tools that always give the same value is not very useful

Question 20

Ceiling Effects

Answer 20

Too easy (perfect performance)

No variance between participants to measure

Question 21

Floor Effect

Answer 21

Too hard (practical limits)

No variance between participants to measure

Question 22

Multiple items (each construct)

Answer 22

Should reinforce the measurements that you are after and dilute the rest (noise)

Question 23

Response Set

Answer 23

Switch up the wording on questions:
* Distratctors
* Scales
VALIDITY ITEMS

Question 24

Survey Research Methods

Answer 24

• Mail
• Telephone
• Group Administration
• Interview
• Internet

Question 25

Mail Survey

Answer 25

• non-response bias (selection - threat to external validity)
• good cover letters
• small token
• phone prior
• follow-up letters
• use demographic information collected to verify representativeness (for external validity)

Question 26

Telephone Survey

Answer 26

• time of day
• who has phones
• confidentiality concerns
• may not trust who you are
• shorter questions (people’s attention span)
• fewer choices

Question 27

Group Administration

Answer 27

• easy
• lots of data quickly

Question 28

Interviewer Survey

Answer 28

• Structured
• unstructured

Question 29

Internet Survey

Answer 29

• Response rates
• bias (access to internet)
• demographics

Question 30

Random Samples

Answer 30

• theory vs. reality (Best we can, but the true sample can be impossible)
• convenience samples (college students)

Question 31

Stratified Sampling

Answer 31

Representative
A subpopulation of what you are likely to measure (gender, age demographic.)

Question 32

Survey Advantages

Answer 32

easy way to collect data

Question 33

Survey Disadvantages

Answer 33

• large data sets are hard to analyze
• bias
• response rates
• correlational or descriptive, but not experimental
• self-report