Business Research Methods: Business Research Methods Survey Research


Surveys: Surveys Surveys ask respondents for information using verbal or written questioning


Respondents: Respondents Respondents are a representative sample of people


Gathering Information via Surveys: Gathering Information via Surveys Quick Inexpensive Efficient Accurate Flexible


Problems: Problems Poor Design Improper Execution


Tree Diagram of Total Survey Error: Total error Systematic error (bias) Random sampling error Tree Diagram of Total Survey Error


Random Sampling Error: Random Sampling Error A statistical fluctuation that occurs because of change variation in the elements selected for the sample


Systematic Error: Systematic Error Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research


Tree Diagram of Total Survey Error: Systematic error (bias) Administrative error Respondent error Tree Diagram of Total Survey Error


Sample Bias: Sample Bias Sample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter


Tree Diagram of Total Survey Error: Respondent error Nonresponse error Response bias Tree Diagram of Total Survey Error


Respondent Error: Respondent Error A classification of sample bias resulting from some respondent action or inaction Nonresponse bias Response bias


Non-response Error: Non-response Error Non-respondents - people who refuse to cooperate Not-at-homes Self-selection bias Over-represents extreme positions Under-represents indifference


Tree Diagram of Total Survey Error: Response bias Unconscious misrepresentation Deliberate falsification Tree Diagram of Total Survey Error


Response Bias: Response Bias A bias that occurs when respondents tend to answer questions with a certain slant that consciously or unconsciously misrepresents the truth


Tree Diagram of Total Survey Error: Acquiescence bias Extremity bias Interviewer bias Auspices bias Social desirability bias Tree Diagram of Total Survey Error


Acquiescence Bias: A category of response bias that results because some individuals tend to agree with all questions or to concur with a particular position. Acquiescence Bias


Extremity Bias: A category of response bias that results because response styles vary from person to person; some individuals tend to use extremes when responding to questions. Extremity Bias


Interviewer Bias: A response bias that occurs because the presence of the interviewer influences answers. Interviewer Bias


Auspices Bias : Auspices Bias Bias in the responses of subjects caused by the respondents being influenced by the organization conducting the study.


Social Desirability Bias: Social Desirability Bias Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.


Tree Diagram of Total Survey Error: Systematic error (bias) Administrative error Respondent error Tree Diagram of Total Survey Error


Administrative Error: Administrative Error Improper administration of the research task Blunders Confusion Neglect Omission


Tree Diagram of Total Survey Error: Data processing error Sample selection error Interviewer error Interviewer cheating Tree Diagram of Total Survey Error


Administrative Error: Administrative Error Interviewer cheating - filling in fake answers or falsifying interviewers Data processing error - incorrect data entry, computer programming, or other procedural errors during the analysis stage. Sample selection error -improper sample design or sampling procedure execution. Interviewer error - field mistakes


Time Period for Surveys: Time Period for Surveys Cross-sectional Longitudinal


Cross-Sectional Study: Cross-Sectional Study A study in which various segments of a population are sampled Data are collected at a single moment in time.


Longitudinal Study: Longitudinal Study A survey of respondents at different times, thus allowing analysis of changes over time. Tracking study - compare trends and identify changes consumer satisfaction


Consumer Panel : Consumer Panel A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time.


Stages in Tracking Quality Improvement: Total quality management - A business philosophy that emphasizes market-driven quality as a top organizational priority. Stages in Tracking Quality Improvement


Stages in Tracking Quality Improvement: Commitment and Exploration Benchmarking Initial quality improvement Continuous Quality Improvement Stages in Tracking Quality Improvement


Commitment and Exploration Stage : Commitment and Exploration Stage Management makes a commitment to total quality assurance Business researchers explore external customers’ needs and problems. Business researchers explore internal customers’ needs, beliefs, and motivations.


Benchmarking Stage: Benchmarking Stage Research establishes quantitative measures as benchmarks or points of comparison Overall satisfaction and quality ratings of specific attributes Employees actual performance and perceptions


Initial Quality Improvement Stage: Tracking wave 1 measures trends Establishes a quality improvement process within the organization. Translate quality issues into the internal vocabulary of the organization. Establish performance standards and expectations for improvement. Initial Quality Improvement Stage


Continuous Quality Improvement: Continuous Quality Improvement Consists of many consecutive waves with the same purpose—to improve over the previous period. Quality improvement management continues.


Determinants of the Quality of Goods: Determinants of the Quality of Goods Performance Features Conformance with specifications Reliability Durability Serviceability Aesthetic design


Determinants of Service Quality: Access Communication Competence Courtesy Reliability Credibility Determinants of Service Quality


BusinessResearch Methods: Business Research Methods Survey Research: Basic Communication Methods


Surveys: Surveys Surveys as a respondent for information using verbal or written questioning


Communicating with Respondents: Communicating with Respondents Personal interviews Door-to-door Shopping mall intercepts Telephone interviews Self-administered questionnaires


Personal Interviews: Personal Interviews


Slide44: Good Afternoon, my name is _________. I am with _________ survey research company. We are conducting a survey on_________


Door-to-Door Personal Interview: Door-to-Door Personal Interview Speed of data collection Moderate to fast Geographical flexibility Limited to moderate Respondent cooperation Excellent Versatility of questioning Quite versatile


Door-to-Door Personal Interview: Door-to-Door Personal Interview Questionnaire length Long Item non-response Low Possibility of respondent misunderstanding Lowest


Door-to-Door Personal Interview: Door-to-Door Personal Interview Degree of interviewer influence of answer High Supervision of interviewers Moderate Anonymity of respondent Low


Door-to-Door Personal Interview: Door-to-Door Personal Interview Ease of call back or follow-up Difficult Cost Highest Special features Visual materials may be shown or demonstrated; extended probing possible


Mall Intercept Personal Interview: Mall Intercept Personal Interview Speed of data collection Fast Geographical flexibility Confined, urban bias Respondent cooperation Moderate to low Versatility of questioning Extremely versatile


Mall Intercept Personal Interview: Mall Intercept Personal Interview Speed of Data Collection Fast Geographical Flexibility Confined, urban bias Respondent Cooperation Moderate to low Versatility of Questioning Extremely versatile


Mall Intercept Personal Interview: Mall Intercept Personal Interview Questionnaire length Moderate to long Item non-response Medium Possibility of respondent misunderstanding Lowest


Mall Intercept Personal Interview: Mall Intercept Personal Interview Degree of interviewer influence of answers Highest Supervision of interviewers Moderate to high Anonymity of respondent Low


Mall Intercept Personal Interview: Mall Intercept Personal Interview Ease of call back or follow-up Difficult Cost Moderate to high Special features Taste test, viewing of TV commercials possible


Telephone Surveys: Telephone Surveys


Telephone Surveys: Telephone Surveys Speed of Data Collection Very fast Geographical Flexibility High Respondent Cooperation Good Versatility of Questioning Moderate


Telephone Surveys: Telephone Surveys Questionnaire Length Moderate Item Nonresponse Medium Possibility of Respondent Misunderstanding Average Degree of Interviewer Influence of Answer Moderate


Telephone Surveys: Telephone Surveys Supervision of interviewers High, especially with central location WATS interviewing Anonymity of respondent Moderate Ease of call back or follow-up Easy


Telephone Surveys: Telephone Surveys Cost Low to moderate Special features Fieldwork and supervision of data collection are simplified; quite adaptable to computer technology


Telephone Surveys: Telephone Surveys Central location interviewing Computer-assisted telephone interviewing Computerized voice-activated interviews


Most Unlisted Markets: Most Unlisted Markets Sacramento, CA Oakland, CA Fresno, CA Los Angles/Long Beach, CA


Slide61: The Frame, November 2001 Published by Survey Sampling, Inc.


Self-Administered Questionnaires: Self-Administered Questionnaires


Mail Surveys: Mail Surveys


Mail Surveys: Mail Surveys Speed of data collection Researcher has no control over return of questionnaire; slow Geographical flexibility High Respondent cooperation Moderate--poorly designed questionnaire will have low response rate


Mail Surveys: Mail Surveys Versatility of questioning Highly standardized format Questionnaire length Varies depending on incentive Item nonresponse High


Mail Surveys: Mail Surveys Possibility of respondent misunderstanding Highest--no interviewer present for clarification Degree of interviewer influence of answer None--interviewer absent Supervision of interviewers Not applicable


Mail Surveys: Mail Surveys Anonymity of respondent High Ease of call back or follow-up Easy, but takes time Cost Lowest


How to Increase Response Rates for Mail Surveys: Write a “sales oriented” cover letter Money helps - As a token of appreciation - For a charity Stimulate respondents’ interest with interesting questions Follow Up - Keying questionnaires with codes Advanced notification Sponsorship by a well-known and prestigious institution How to Increase Response Rates for Mail Surveys


Increasing Response Rates: Increasing Response Rates Effective cover letter Money helps Interesting questions Follow-ups Advanced notification Survey sponsorship Keying questionnaires


E-Mail Questionnaire Surveys: E-Mail Questionnaire Surveys Speed of data collection Instantaneous Geographic flexibility worldwide Cheaper distribution and processing costs


E-Mail Questionnaire Surveys: E-Mail Questionnaire Surveys Flexible, but Extensive differences in the capabilities of respondents’ computers and e-mail software limit the types of questions and the layout E-mails are not secure and “eavesdropping” can possibly occur Respondent cooperation Varies depending if e-mail is seen as “spam


Internet Surveys: A self-administered questionnaire posted on a Web site. Respondents provide answers to questions displayed online by highlighting a phrase, clicking an icon, or keying in an answer. Internet Surveys


Internet Surveys: Speed of data collection Instantaneous Cost effective Geographic flexibility worldwide Visual and interactive Internet Surveys


Internet Surveys: Respondent cooperation Varies depending on web site Varies depending on type of sample When user does not opt-in or expect a voluntary survey cooperation is low. Self-selection problems in web site visitation surveys - participants tend to be more deeply involved than the average person. Internet Surveys


Internet Surveys: Versatility of questioning Extremely versatile Questionnaire length Individualized base on respondent answers Longer questionnaires with panel samples Item non-response Software can assure none Internet Surveys


Internet Surveys: Internet Surveys Representative samples The quality of internet samples may vary substantially. A sample of those who visit a web page and voluntarily fill out a questionnaires can have self-selection error.


Internet Surveys: Internet Surveys 1) not all individuals in the general public have internet access 2) many respondents lack powerful computers with high-speed connections to the internet 3) many respondents computer skills will be relatively unsophisticated.


Internet Surveys: Internet Surveys Possibility for respondent misunderstanding High Interviewer influence of answers None Supervision of interviewers not required


Internet Surveys: Anonymity of Respondent Respondent can be anonymous or known Ease of Callback or Follow-up difficult unless e-mail address is known Special Features allows graphics and streaming media Internet Surveys


Welcome Screen: Welcome Screen Welcome Screen like a cover letter It contains the name of the research company and how to contact the organization if there is a problem or concern. "If you have any concerns or questions about this survey, or if you experience any technical difficulties, please contact (NAME OF RESEARCH ORGANIZATION).


Welcome Screen should ask for password and give instructions: Welcome Screen should ask for password and give instructions Please enter your personal password from your invitation.Then, press the "enter" key to begin the survey or simply click on the right arrow at the bottom of the page to begin the survey (after you have read the remaining instructions): During the survey, please do not use your browser's FORWARD and BACK buttons. Use the arrows on the lower right to move backward and forward through the survey.


There is no best form of survey; each has advantages and disadvantages.: There is no best form of survey; each has advantages and disadvantages.


Selected Questions to Determine the Appropriate Technique : Selected Questions to Determine the Appropriate Technique Is the assistance of an interviewer necessary? Are respondents interested in the issues being investigated? Will cooperation be easily attained?


Selected Questions to Determine the Appropriate Technique : Selected Questions to Determine the Appropriate Technique How quickly is the information needed? Will the study require a long and complex questionnaire? How large is the budget?


Pre-testing: Pre-testing A trial run with a group of respondents to iron out fundamental problems in the instructions of survey design


“Practice is the best of all instructors.” : “Practice is the best of all instructors.”


BusinessResearch Methods: Business Research Methods Measurement


Concept: Concept A generalized idea about a class of objects, attributes, occurrences, or processes


Operational Definition: Operational Definition Specifies what the researcher must do to measure the concept under investigation


Media Skepticismconceptual definition: Media skepticism - the degree to which individuals are skeptical toward the reality presented in the mass media. Media skepticism varies across individuals, from those who are mildly skeptical and accept most of what they see and hear in the media to those who completely discount and disbelieve the facts, values, and portrayal of reality in the media. Media Skepticism conceptual definition


Slide93: Media Skepticism Operational Definition Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true? 1. The program was not very accurate in its portrayal of the problem. 2. Most of the story was staged for entertainment purposes. 3. The presentation was slanted and unfair.


Scale: Scale Series of items arranged according to value for the purpose of quantification A continuous spectrum


Nominal Scale: Nominal Scale


Ordinal Scale: Ordinal Scale


Interval Scale: Interval Scale


Ratio Scale: Ratio Scale


Scale Properties: Scale Properties Uniquely classifies Preserves order Equal intervals Natural zero


Nominal Scale Properties: Nominal Scale Properties Uniquely classifies Sammy Sosa # 21 Barry Bonds # 25


Ordinal Scale Properties: Ordinal Scale Properties Uniquely classifies Preserves order Win, place, & show


Interval Scale Properties: Interval Scale Properties Uniquely classifies Preserves order Equal intervals Consumer Price Index (Base 100) Fahrenheit temperature


Ratio Scale Properties: Ratio Scale Properties Uniquely classifies Preserves order Equal intervals Natural zero Weight and distance


Index Measures: Index Measures ATTRIBUTES A single characteristic or fundamental feature that pertains to an object, person, or issue COMPOSITE MEASURE A composite measure of several variables to measure a single concept; a multi-item instrument


The Goal of Measurement Validity: The Goal of Measurement Validity


Validity: The ability of a scale to measure what was intended to be measured Validity


Reliability: The degree to which measures are free from random error and therefore yield consistent results Reliability


Reliability and Validity on Target: Old Rifle New Rifle New Rifle Sun glare Low Reliability High Reliability Reliable but Not Valid (Target A) (Target B) (Target C) Reliability and Validity on Target


Validity: Validity


Reliability: Reliability


Sensitivity: Sensitivity A measurement instrument’s ability to accurately measure variability in stimuli or responses.


BusinessResearch Methods: Attitude Measurement Business Research Methods


Attitude: Attitude An enduring disposition to consistently respond in a given matter


Attitudes as Hypothetical Constructs: Attitudes as Hypothetical Constructs The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables.


Three Components of an Attitude: Three Components of an Attitude Affective Cognitive Behavioral


Affective: The feelings or emotions toward an object Affective


Cognitive: Knowledge and beliefs Cognitive


Behavioral: Behavioral Predisposition to action Intentions Behavioral expectations


Measuring Attitudes: Ranking Rating Sorting Choice Measuring Attitudes


The Attitude Measuring Process: The Attitude Measuring Process Ranking - Rank order preference Rating - Estimates magnitude of a characteristic Sorting - Arrange or classify concepts Choice - Selection of preferred alternative


Slide122: Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus.


Slide123: Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent’s position on a scale(s) is where he or she would rate an object.


Slide124: Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts.


Slide125: Choice between two or more alternatives is another type of attitude measurement - it is assumed that the chosen object is preferred over the other.


Slide126: Physiological measures of attitudes provide a means of measuring attitudes without verbally questioning the respondent. for example, galvanic skin responses, measure blood pressure etc.


Simple Attitude Scaling: Simple Attitude Scaling In its most basic form, attitude scaling requires that an individual agree with a statement or respond to a single question. This type of self-rating scale merely classifies respondents into one of two categories;


Simplified Scaling Example: Simplified Scaling Example THE PRESIDENT SHOULD RUN FOR RE-ELECTION _______ AGREE ______ DISAGREE


Category Scales: Category Scales A category scale is a more sensitive measure than a scale having only two response categories - it provides more information. Questions working is an extremely important factor in the usefulness of these scales.


Example of Category Scale: Example of Category Scale How important were the following in your decision to visit San Diego (check one for each item) VERY SOMEWHAT NOT TOO IMPORTANT IMPORTANT IMPORTANT CLIMATE ___________ ___________ ___________ COST OF TRAVEL ___________ ___________ ___________ FAMILY ORIENTED ___________ ___________ ___________ EDUCATIONAL/ HISTORICAL ASPECTS _________ ___________ ___________ FAMILIARITY WITH AREA ___________ ___________ ___________


Method of Summated Ratings: The Likert Scale: An extremely popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. Response alternatives: “strongly agree”, “agree”, “uncertain”, “disagree”, and “strongly disagree”. Method of Summated Ratings: The Likert Scale


Likert Scale for Measuring Attitudes Toward Tennis: Likert Scale for Measuring Attitudes Toward Tennis It is more fun to play a tough, competitive tennis match tan to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree


Likert Scale for Measuring Attitudes Toward Tennis: There is really no such thing as a tennis stroke that cannot be mastered. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree Likert Scale for Measuring Attitudes Toward Tennis


Likert Scale for Measuring Attitudes Toward Tennis: Playing tennis is a great way to exercise. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree Likert Scale for Measuring Attitudes Toward Tennis


Semantic Differential: Semantic Differential A series of seven-point bipolar rating scales. Bipolar adjectives, such as “good” and “bad”, anchor both ends (or poles) of the scale.


Semantic Differential: Semantic Differential A weight is assigned to each position on the rating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.


Semantic Differential Scales for Measuring Attitudes Toward Tennis: Semantic Differential Scales for Measuring Attitudes Toward Tennis Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active


Numerical Scales: Numerical Scales Numerical scales have numbers as response options, rather than “semantic space’ or verbal descriptions, to identify categories (response positions).


Stapel Scales: Stapel Scales Modern versions of the Stapel scale place a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives. The advantage and disadvantages of a Stapel scale, as well as the results, are very similar to those for a semantic differential. However, the Stapel scale tends to be easier to conduct and administer.


A Stapel Scale for Measuring a Store’s Image: A Stapel Scale for Measuring a Store’s Image Department Store Name +3 +2 +1 Wide Selection -1 -2 -3


Slide141: Select a plus number for words that you think describe the store accurately. the more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the large the minus number you should choose, therefore, you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very inaccurate.


Slide142: The behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. For example: A 25-year old woman sales representative Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not Ask this person for advice. Behavioral Differential


Paired Comparisons: Paired Comparisons In paired comparisons the respondents are presented with two objects at a time and asked to pick the one they prefer. Ranking objects with respect to one attribute is not difficult if only a few products are compared, but as the number of items increases, the number of comparisons increases geometrically (n*(n -1)/2). If the number of comparisons is too great, respondents may fatigue and no longer carefully discriminate among them.


Slide144: Divide 100 points among each of the following brands according to your preference for the brand: Brand A _________ Brand B _________ Brand C _________


Graphic Rating Scales: Graphic Rating Scales A graphic rating scale presents respondents with a graphic continuum.


Graphic Rating Scale Stressing Pictorial Visual Communications: 3 2 1 Very Very Good Poor Graphic Rating Scale Stressing Pictorial Visual Communications


Monadic Rating Scale: Monadic Rating Scale A Monadic Rating Scale asks about a single concept Now that you’ve had your automobile for about 1 year, please tell us how satisfied you are with its engine power and pickup. Completely Very Fairly Well Somewhat Very Satisfied Satisfied Satisfied Dissatisfied Dissatisfied


Slide148: A Comparative Rating Scale A Comparative Rating Scale asks respondents to rate a concept by comparing it with a benchmark Please indicate how the amount of authority in your present position compares with the amount of authority that would be ideal for this position. TOO MUCH ABOUT RIGHT TOO LITTLE


Slide149: An Unbalanced Scale An Unbalanced Scale has more responses distributed at one end of the scale How satisfied are you with the bookstore in the Student Union? Neither Satisfied Quite Very Satisfied Nor Dissatisfied Satisfied Dissatisfied


Examples of Bias in Questions: Examples of Bias in Questions


Examples of Bias in Questions: Examples of Bias in Questions


Examples of Bias in Questions : Examples of Bias in Questions Unfair Alternatives Bad: Some people say that the city is spending too much on building new public schools. Do you agree or disagree? Improved: Some people say that the city is spending too much on building public schools ... and others say the city is not spending enough. With which opinion do you agree?


Examples of Bias in Questions : Examples of Bias in Questions Maligning the Other Side Bad: Do you think the government should spend more of our tax money on the slums? Improved: Do you think the government should spend more ... or less money on replacing the slum neighborhoods in the city with new housing projects?


Examples of Bias in Questions : Examples of Bias in Questions Damning with Faint Praise Bad: Some people say that the Mayor's plan is a poor plan to solve garbage removal problems in the city. Others say it will do for now until a better solution is found. Do you think it is a good plan or a poor plan? Improved: Some people favor and some oppose the plan for combined garbage and trash removal by the city. Do you think the plan is a good solution ... or a poor solution to the garbage removal problem?


Examples of Bias in Questions : Examples of Bias in Questions Deliberately Omitting Names Bad: Hello ... I'm conducting a poll for Sam Snide, a candidate for mayor of the city. If the election were held today, whom would you vote for ... Mr. Snide, or one of the other candidates? Improved: I am conducting a survey on the mayoral election...


Examples of Bias in Questions : Examples of Bias in Questions Inappropriate Use of Titles Bad: State Attorney General Allen P. Mutt is running for governor this year against Tom L. Jeff. Which man, Mutt or Jeff, is best qualified to be governor? Improved: Allen P Mutt and Tom L. Jeff. Are running for governor this year. Which man, Mutt or Jeff, is best qualified to be governor?


Examples of Bias in Questions : Examples of Bias in Questions Personalities Bad: Would you say that governor Hunt's energy program for promoting solar heating of private homes has been very effective, fairly effective, not too effective, or not effective at all? Improved: Would you say that the state energy program for promoting solar heating of private homes has been very effective, fairly effective, not too effective, or not effective at all?


Examples of Bias in Questions : Examples of Bias in Questions Emotionally Charged Words Bad: Congressman Pork barrel has been accused of defrauding the voters of this district. Do you agree or disagree with that charge? Improvement: One of the issues in this campaign is how well Congressman Pork barrel has carried out his campaign promises. Do you think that Pork barrel has done an excellent, good, poor, or very poor job of doing what he said he would do?


Examples of Bias in Questions : Examples of Bias in Questions Conditioned by Context Q1: Tom Fetzer is mayor of the city. In your opinion is he doing a good ... or poor job as mayor? Q2: As you understand it, what are the mayor's principal duties in office? Note: the response to the second question is conditioned by your response to the first it would be better to reverse the order or ask only one!


Examples of Bias in Questions : Examples of Bias in Questions Embarrassing Questions Bad: How much time did you spend reading the newspaper yesterday? Improvement: Did you have a chance to read the newspaper yesterday? (IF YES: About how much time did you spend reading the newspaper yesterday?) Bad: What is your religion? Improvement Do you happen to have a religious preference? (IF YES: What is your religious preference?)


Examples of Bias in Questions : Examples of Bias in Questions Embarrassing Questions Bad: Did you vote in the city election last month? Improvement Did you happen to vote in the city election last month, or didn't you have a chance to vote? Bad: How old are you? Improvement: In what year were your born?


Examples of Bias in Questions : Examples of Bias in Questions Embarrassing Questions Bad: Did you vote in the city election last month? Improvement Did you happen to vote in the city election last month, or didn't you have a chance to vote? Bad: How old are you? Improvement: In what year were your born?


Examples of Bias in Questions : Examples of Bias in Questions Illogical Sentence Construction Bad: Some people say that Senator Helms is doing an excellent job in office, and some people say he is doing a very poor job. What kind of job do you think Senator Helms is doing ... excellent, good, poor, or very poor? Improvement: Would you say that Helms is doing an excellent, good, poor, or very poor job as United States Senator?


Examples of Bias in Questions : Examples of Bias in Questions Two-part Questions Bad: Do you think that Mayor Booth should run for re-election this year, or could the Democrats find a stronger candidate? Improvement: Q1: Do you think that Mayor Booth should or should not run for re-election this year? Q2: Do you think the Democrats could or could not find a stronger candidate than Mayor Booth this year?


Examples of Bias in Questions : Examples of Bias in Questions Ambiguous Questions Bad: Did you vote in the last election? Improvement: Did you vote in the city election for Mayor last June? Bad: Are you in favor of a larger government role in housing and the environment? Improvement: Q1: Are you in favor of a larger role for the federal government in the environment? Q2: Are you in favor of a larger role for the federal government in housing?


Examples of Bias in Questions : Examples of Bias in Questions Indefinite Persons or Places Bad: Are there many voters living around here? Improvement: Of the people you personally know living on Apple Street between 34th and 35th Avenues, about how many do you know to be registered to vote ... Would you say nearly all, maybe about three-quarters, about half ... or less than half?


Examples of Bias in Questions : Examples of Bias in Questions Indefinite Concepts Bad: Among you circle of friends, is there anyone whose opinions or advice you frequently ask about the public affairs issues of the day? Improvement: Among your circle of friends is there anyone whose opinions or advice you frequently ask ... about such issues as the energy crisis?