PADP 7110 Lecture Notes - Lecture 11: Social Desirability Bias
25 Dec 2018
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Lecture 11 : surveying survey instruments: questionnaire design, survey introduction > survey purpose explanation; consent agreement; with- drawal options, questions. Clear & unambiguous avoid ambiguous, technical, uncommon, or vague words. Clearly identify contingency questions (e. g. use arrows/text to direct respond- ent to next question) Responses > clear & unambiguous; easy to select an answer: structure. First questions should be relevant & easy to answer. Ask demographic questions at the end of self-administered survey: pretest & pilot the survey prior to first official administration. Question forms: questions or statements, open-ended vs. close-ended questions. Question content: factual questions > elicits objective information regarding the respondent"s back- ground, environment, habits, & characteristics, subjective questions > involves respondent"s beliefs, attitudes, or feelings, to get good information, respondents must be, able to answer. Can they remember: willing to answer. Guarantee that each item ranked has a unique value. Take on average 3x longer to answer than rating questions (munson & mcin- tyre, 1979)
