Week 3 (Creating a survey) Flashcards
What is priming
When responses to later questions can be influenced by earlier questions
What is an open ended format
-When participants aren’t provided with a predetermined set of answer choices
-Often one on one, or can be a focus group, open-ended questions
-Provide qualitative data, but can be coded into quantitative data
Pros and cons of open ended format
PROS
-Participant can respond how they want, more representative of true opinions, allows for unexpected responses.
-Higher ecological validity
CONS
-Sometimes take longer to complete, not suitable for less articulate/tired participants
-Difficult to decide where category boundaries should be
-Difficult to score and therefore compare responses
Examples of close-ended formats
-Dichotomous categories
-Likert scales
-Semantic differential scales
-Visual analogue scales
-Ranking
Likert scale
-Arranged horizontally
-Response levels anchored
-Labels are symmetrical around a neutral middle
Semantic differential scale
-The only labels on the number system is the poles
Visual analogue scale
Place a mark on the line instead of choosing a number
Common issues with constructing close-ended formats
-Are the options exhaustive (can use ‘other’ if not)
-Are options mutually exclusive
-Should we include “don’t know”
Pros and cons of close-ended formats
PROS
-Easy to complete
-Easier to compare, score and analyse
-“Forced-choice” format educes ambiguity
-Less ambitious answers
-Fewer coding errors
CONS
-More susceptible to design bias
-There may be no option for what the participant really thinks
-The participant doesn’t have a way to say how they interpret the question
Guidance for wording questions
-Use simple language
-Avoid ambiguity
-Keep the maximum umber of words in the question approx 20
-Avoid assumptions
-Avoid double-barrelled questions
-Avoid leading questions, loaded words and concepts.
Funnelling
Main question is broad and open ended, followed by open ended follow up questions and eventually closed ended questions.
