How researchers ask a question can dramatically influence the answers they receive. This text provides specific advice on question wording and addresses challenges such as demographic language questions (e.g. How to ask about gender), creative question design to keep respondents engaged and avoid survey fatigue, web-based survey formats, culturally-responsive survey design, and factors that influence survey responses (memory, social desirability, etc.). The authors include numerous examples of questions to illustrate each identified principle of question construction.
Preface Why This Text What This Text Is What This Text Is Not Who Can Benefit From This Text Navigating This Text A Note About Language Acknowledgments About the Authors Chapter 1. WHY Quality Surveys and Questions Matter What Is a Quality Survey? Why Does Quality Matter? Why Do We Need a Purposeful Survey Design Process? Applying Design Thinking to Survey Research A Purposeful Survey Design Process An Iterative Process Discussion Questions Design Drills Extended Learning PART I. WHAT TO CONSIDER BEFORE DRAFTING SURVEY QUESTIONS Chapter 2. Planning and Predrafting Why Survey? The Importance of Establishing Purpose What Will Be Measured? Understanding Constructs and Indicators Wait, Do You Really Need a Survey? What Can Be Measured With a Survey? What Are the Advantages and Limitations of Surveys? Discussion Questions Design Drills Extended Learning Chapter 3. Understanding Respondents Cognitive Tasks Involved in Answering Questions Respondent Willingness and Ability to Participate in a Survey Context and Culture Discussion Questions Design Drills Extended Learning PART II. HOW TO DEVELOP SURVEY QUESTIONS AND RESPONSE OPTIONS Chapter 4. Sourcing and Crafting Questions Sourcing Survey Questions Composing Question Stems Avoiding Problematic Wording and Question Types Open-Ended Questions Closed-Ended Questions Discussion Questions Design Drills Extended Learning Chapter 5. Constructing Response Options Determining Appropriate Response Options Strategies for Designing Response Options Discussion Questions Design Drills Extended Learning Chapter 6. Special Purpose and Sensitive Questions Questions With Special Purposes Sensitive Questions Demographic Questions Discussion Questions Design Drills Extended Learning PART III. KNOWING WHEN A SURVEY IS READY FOR USE Chapter 7. Finalizing Questions and Using Pretesting Strategies Why Pretest Surveys and Their Questions? How Can Surveys and Their Questions Be Tested Prior to Use? Discussion Questions Design Drills Extended Learning Chapter 8. Pulling It All Together to Maximize Response Survey Instructions Order Effects Formatting the Survey Contacting Potential Respondents Planning for Administration Discussion Questions Design Drills Extended Learning Appendix: Checklist for Quality Question Design Glossary References Index
"This is a comprehensive, concise guide to creating quality questions that provides guidance and rationale for design choices that will improve survey research." -- Anne K. Hughes "A one-stop shopping manual to survey design." -- Allison K. Wisecup
