Survey Design Flashcards
Be Brief
Keep questions short and ask one question at a time.
Double-barreled questions
split questions into more than one part, idea or meaning. These may lead the respondent to answer only one aspect of it; ultimately leading him/her to fail in answering both aspects of the question.
Be Objective
As the survey designer, pay attention to the neutrality of the words.
leading questions
Based on their content, wording, or structure, these kinds of questions may lead a respondent towards a certain answer.
Be Simple
The survey should use language that is simple in both words and phrases
Question wording
Avoid using complex words, technical terms, jargon, and phrases that are difficult to understand. Instead, use language that is commonly used by the respondents
Be Specific
Ask precise questions. Avoid things that are too general or undefined.
social desirability bias
in which respondents tend to give answers they believe will make them look better in the eyes of others or not disappoint the evaluator
Open-ended questions
are sometimes called “free response” or “nonstructured” because they allow respondents to answer in their own words
Closed-ended questions
are those with pre-designed answers with a small or large set of potential choices.
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
Likert scale
is a statement to which the respondents rate their level of agreement
semantic differential technique
involves presenting pairs of bipolar, or opposite, adjectives at either end of a series of scales
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
