Survey Design

Question 1

When writing questions:

Answer 1

1. Be brief. 2. Be objective, make sure words are neutral. 3. Be simple, in words and phrases. 4. Be specific, ask precise questions.

Question 2

social desirability bias

Answer 2

respondents tend to give answers they believe will make them look better in the eyes of others or not disappoint the evaluator

Question 3

open-ended response questions

Answer 3

sometimes called “free response” or “nonstructured” because they allow respondents to answer in their own words
They try to collect what is on the respondent’s mind without constraining the way in which they can respond

Question 4

drawbacks to open-ended questions:

Answer 4

Sometimes respondents may find it difficult to express their feelings. This can result with respondents answering “I don’t know” or skipping it entirely
They do take more time and effort to fill out and at times they can have a larger skip rate
If your open-ended question deals with words instead of numbers, analyzing open-ended comments can be time consuming and difficult

Question 5

close-ended questions

Answer 5

are those with pre-designed answers with a small or large set of potential choices. They can be:
Dichotomous: (two category) Respondent can choose one of only two fixed answer choices
Multichotomous: (multiple-category) Respondent can choose one of many fixed answer choices

Question 6

Likert-type scale

Answer 6

A typical item in a traditional Likert scale is a statement to which the respondents rate their level of agreement, usually a 5 or 7 point scale is used

Question 7

semantic differential scale

Answer 7

The semantic differential technique involves presenting pairs of bipolar, or opposite, adjectives at either end of a series of scales

Question 8

response types for scales

Answer 8

multichotomous or continuous Continuous response types will generally give you better data
Think of the level of measurements… ordinal for multichotomous scales, interval or ratio for continuous response scales