Psychology 2800E Chapter 6: Ch. 6 Surveys and Observations Describing what People do
8 Mar 2017
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Provide the researchers with rich information, but they are difficult to be coded and categorized: forced-choice format: people give their opinion by picking the best of two or more options. For example, asking which of two candidates you would choose in the election. Likert scale: people are presented with a statement and are asked to use a rating scale to indicate their level of agreement. Uses words like strongly agree, strongly disagree: semantic differential format: respondents are asked to rate a target object using a numeric scale that is anchored with adjectives. For example, hard to easy, or useless to very helpful. The participants may feel so confused that their answer does not accurately reflect their opinion. These types of questions have poor construct validity because people might be only responding to half the question: negative wording: using double negatives that make the questions too complicated.
