mba724 s4 4 questionnaire design
Post on 18-May-2015
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Although this question scores high in terms of comprehensiveness, it’s not clear how many people can answer it concretely and confidently without feeling a little lost
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The double‐negative example on the left can be very difficult for people to parse and then answer correctly – too much cognitive burden on the participant!
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Bad example on leftGood example on right
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The one on the right is better than the one on the left
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Bad example on left – it’s a double‐barreled questionGood example on right
Ask one simple question at a time
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The example on the left has the potential to bias people toward the “agree” side of the scale
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Bad example on leftGood example on right
Minimize “judgmental” language
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Income is a sensitive topic and asking for a precise amount can offend people
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Asking for socio‐economic status (SES) directly can be very offending!Instead, we can approximate SES indirectly with zip code.
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