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16 - Question and Questionnaire Design

from Part III - Self-Report Measures

Published online by Cambridge University Press:  12 December 2024

By
Sierra Davis Thomander  and
Jon A. Krosnick
Edited by
John E. Edlund  and
Austin Lee Nichols
John E. Edlund
Affiliation:
Rochester Institute of Technology, New York
Austin Lee Nichols
Affiliation:
Central European University, Vienna
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Summary

The process of questionnaire design has been done intuitively by investigators for decades despite a large literature being available to guide the process to yield maximally reliable and valid measurement tools. This chapter offers two conceptual frameworks involving (1) the cognitive processes involved in answering questions optimally, and (2) conversational conventions that govern everyday communication. We use these frameworks to explain a range of empirical evidence documenting the impact of question manipulations on responses. Topics covered include open vs. closed questions, rating vs. ranking, rating scale length and scale point labels, acquiescence response bias, multiple select questions, response order effects, treatment of non-substantive response options, social desirability response bias, question wording and order, questionnaire length, and considerations for internet surveys. In all, we provide a set of best practices that should be useful to all researchers.

Type
Chapter
Information
The Cambridge Handbook of Research Methods and Statistics for the Social and Behavioral Sciences
Volume 2: Performing Research
 , pp. 352 - 370
Publisher: Cambridge University Press
Print publication year: 2024

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