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Question and Questionnaire Design
Chapter 9 Question and Questionnaire DesignJon A. Krosnick and Stanley PresserThe heart of a survey is its Questionnaire . Drawing a sample, hiring, and traininginterviewers and supervisors, programming computers, and other preparatory workis all in service of the conversation that takes place between researchers andrespondents. survey results depend crucially on the Questionnaire that scripts thisconversation (irrespective of how the conversation is mediated, , by aninterviewer or a computer). To minimize response errors, questionnaires should becrafted in accordance with best about best practices stem from experience and common lore,on the one hand, and methodological research, on the other. In this chapter, we firstoffer recommendations about optimal Questionnaire Design based on conventionalwisdom (focusing mainly on the words used in questions), and then make furtherrecommendations based on a review of the methodological research (focusing mainlyon the structural features of questions).
the topic of the survey, as it was described to the respondent prior to the interview. 3. Questions on the same topic should be grouped together. 4. Questions on the same topic should proceed from general to specific. 5. Questions on sensitive topics that might make respondents uncomfortable should be placed at the end of the questionnaire. 6.
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