Question WordingIt is frustrating w

Question Wording
It is frustrating when people misunderstand a question that has been painstakingly written. This problem is partially due to the lack of a shared vocabulary. The difficulty of understanding long and complex sentences or involved phraseology aggravates the problem further. Our dilemma arises from the requirements of question design (the need to be explicit, to present alternatives, and to explain meanings).
All contribute to longer and more involved sentences. 4
The difficulties caused by question wording exceed most other sources of distortion in surveys.
They have led one social scientist to conclude:
To many who worked in the Research Branch it soon became evident that error or bias attributable to sampling and to methods of questionnaire administration were relatively small as compared with other types of variations—especially variation attributable to different ways of wording questions. 5
Although it is impossible to say which wording of a question is best, we can point out several areas that cause participant confusion and measurement error. The diligent question designer will put a survey question through many revisions before it satisfies these criteria: 6
• Is the question stated in terms of a shared vocabulary?
• Does the question contain vocabulary with a single meaning?
• Does the question contain unsupported or misleading assumptions?
• Does the question contain biased wording?
• Is the question correctly personalized?
• Are adequate alternatives presented within the question?
In the vignette, Sara’s study of the prior survey used by the Albany Laser Clinic illustrated several of these problems. One question asked participants to identify their “referring physician” and the “physician most knowledgeable about your health.” This question was followed by one requesting a single phone number. Participants didn’t know which doctor’s phone number was being requested. By offering space for only one number, the data collection instrument implied that both parts of the question might refer to the same doctor. Further, the questions about past medical history did not offer clear directions. One question asked participants about whether they had “had the flu recently,” yet made no attempt to define whether recently was within the last 10 days or the last year. Another asked “Are your teeth intact?” Prior participants had answered by providing information about whether they wore false teeth, had loose teeth, or had broken or chipped teeth—only one of which was of interest to the doctor performing surgery. To another question (“Do you have limited motion of your neck?”), all respondents answered yes. Sara could only conclude that a talented researcher did not design the clinic’s previously used questionnaire. Although the Albany Outpatient Laser Clinic survey did not reveal any leading questions, these can inject significant error by implying that one response should be favored over another.
One classic hair care study asked, “How did you like Brand X when it lathered up so nicely?”
Obviously, the participant was supposed to factor in the richness of the lather in evaluating the shampoo.
The Mind Writer questionnaire (see Exhibit 13-13) simplified the process by using the same response strategy for each factor the participant was asked to evaluate. The study basically asks, “How did our Complete Care service program work for you when you consider each of the following factors?”
It accomplishes this by setting up the questioning with “Take a moment to tell us how well we’ve served you.” Because the sample includes Complete Care users only, the underlying assumption that participants have used the service is acceptable. The language is appropriate for the participant’s likely level of education. And the open-ended question used for “comments” adds flexibility to capture any unusual circumstances not covered by the structured list.
Target questions need not be constructed solely of words. Computer-assisted, computer-administered, and online surveys and interview schedules, and to a lesser extent printed surveys, often incorporate visual images as part of the questioning process.

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Question WordingIt is frustrating when people misunderstand a question that has been painstakingly written. This problem is partially due to the lack of a shared vocabulary. The difficulty of understanding long and complex sentences or involved phraseology aggravates the problem further. Our dilemma arises from the requirements of question design (the need to be explicit, to present alternatives, and to explain meanings).All contribute to longer and more involved sentences. 4The difficulties caused by question wording exceed most other sources of distortion in surveys.They have led one social scientist to conclude:To many who worked in the Research Branch it soon became evident that error or bias attributable to sampling and to methods of questionnaire administration were relatively small as compared with other types of variations—especially variation attributable to different ways of wording questions. 5Although it is impossible to say which wording of a question is best, we can point out several areas that cause participant confusion and measurement error. The diligent question designer will put a survey question through many revisions before it satisfies these criteria: 6• Is the question stated in terms of a shared vocabulary?• Does the question contain vocabulary with a single meaning?• Does the question contain unsupported or misleading assumptions?• Does the question contain biased wording?• Apakah pertanyaan dengan benar dipersonalisasi?• Adalah alternatif yang memadai disajikan dalam pertanyaan?Dalam gambaran, Sara studi dari survei sebelumnya digunakan oleh Albany Laser klinik diilustrasikan beberapa masalah ini. Satu pertanyaan yang bertanya peserta untuk mengidentifikasi "dokter pengarah" dan "dokter paling pengetahuan tentang kesehatan Anda." Pertanyaan ini diikuti oleh satu meminta satu nomer telepon. Peserta tidak tahu nomor telepon yang dokter yang diminta. Dengan menawarkan ruang untuk hanya salah satu nomor, data koleksi instrumen tersirat bahwa kedua bagian dari pertanyaan mungkin merujuk sama dokter. Lebih lanjut, pertanyaan tentang riwayat medis tidak memberikan arah yang jelas. Satu pertanyaan yang bertanya peserta tentang apakah mereka memiliki "memiliki flu baru-baru ini", namun tidak berusaha untuk menentukan apakah baru-baru ini adalah dalam 10 hari atau tahun lalu. Lain bertanya "Apakah gigi Anda utuh?" Peserta yang sebelumnya telah dijawab oleh memberikan informasi tentang apakah mereka mengenakan gigi palsu, gigi yang longgar, atau telah rusak atau terkelupas gigi — adalah satu-satunya yang menarik ke dokter yang melakukan operasi. Untuk pertanyaan lain ("Apakah Anda memiliki terbatas gerakan leher Anda?"), Semua responden menjawab ya. Sara hanya bisa menyimpulkan bahwa seorang peneliti berbakat tidak merancang klinik sebelumnya digunakan kuesioner. Meskipun survei Albany rawat jalan Laser klinik tidak mengungkapkan pertanyaan terkemuka, ini dapat menyuntikkan kesalahan nyata oleh menyiratkan bahwa satu respon harus disukai atas yang lain.Satu studi perawatan rambut klasik bertanya, "Bagaimana Apakah Anda seperti merek X ketika lathered begitu baik?"Jelas, peserta harus faktor dalam kekayaan busa dalam mengevaluasi sampo.Kuesioner pikiran penulis (Lihat pameran 13-13) menyederhanakan proses dengan menggunakan strategi respon yang sama untuk setiap faktor peserta diminta untuk mengevaluasi. Studi pada dasarnya bertanya, "Bagaimana program layanan perawatan lengkap kami bekerja untuk Anda ketika Anda mempertimbangkan semua faktor-faktor berikut?"Hal ini memenuhi dengan mendirikan mempertanyakan dengan "Luangkan waktu sejenak untuk memberitahu kami bagaimana kami telah dilayani dengan baik Anda." Karena sampel termasuk perawatan lengkap pengguna saja, asumsi yang mendasari bahwa peserta telah menggunakan Layanan diterima. Bahasa tepat untuk para peserta mungkin tingkat pendidikan. Dan pertanyaan terbuka yang digunakan untuk "komentar" menambah fleksibilitas untuk menangkap setiap kondisi yang luar biasa yang tidak tercakup dalam daftar terstruktur.Pertanyaan target perlu dibangun tidak semata-mata dari kata-kata. Dibantu komputer, dikelola komputer dan online survei dan wawancara jadwal, dan pada tingkat lebih rendah dicetak survei, sering memasukkan citra visual sebagai bagian dari proses interogasi.