Data Acquisition: Deciding On Questionnaire Wording

It is a skill developed over time and subject to constant improvement. Four general guidelines are useful to bear in mind during the wording and sequence of each question posed in the data acquisition process.

(1) The wording must be clear: If the researcher decides that a question is absolutely necessary, that question must be stated so that it means the same thing to all respondents. Ambiguous terminology should be avoided, such as "Do you live within five minutes of here?" or "Where do you usually shop for clothes?" The first example depends on the mode of transportation (maybe the respondent walks), driving speed, perceived elapsed time and other factors. It would normally be prudent to show the respondents a map with certain areas delineated and ask if they live within the area. The second question depends on the type of clothing, the occasion, the member of the family and the meaning of the word where.

Clarity also implies the use of reasonable terminology. A questionnaire is not a vocabulary test. Jargon should be avoided and verbiage should be geared to the target audience. Every prospective respondent represents a separate frame of reference. That is, each person is unique in personality, mental ability, experiences, education and views of the world. Therefore, the questionnaire designer must use terminology native to the target respondent group and not to research jargon. The first task of wording questions, then, is to translate questions into everyday language.

(2) Select words as to avoid biasing the respondent: A question such as, "Do you often shop at lower class stores like K-Mart?" evokes an obvious response. Similarly, "Have you purchased any high-quality Black and Decker tools in the past six months?" also biases respondents. Questions can be leading, such as, "Weren't you pleased with the good service you received last night at the Holiday Inn?" These examples are quite obvious. Unfortunately, bias may be much more subtle than is illustrated in these examples.

Sponsor identification too early in the interviewing process can also distort the data acquisition process. It does not take long, for example, for a person to recognize that a survey is being conducted for Miller beer if, after the third question, every question is related to this product. Similarly, an opening statement such as, "We are conducting a study on the quality of banking for Northeast National Bank and would like to ask you a few questions" can influence responses. Sometimes, of course, the true purpose of the study must be disguised to obtain an unbiased response.

(3) Consider the ability of the respondent to answer the question: in some cases, a respondent may have never acquired the information to answer the question. Asking a man, which brand of sewing thread is most preferred by his wife would often fall into this category. Asking a respondent about a store or brand that they have never encountered creates the same problem. When a question is worded in this manner, it often pushes the respondent to give a wild guess. This creates measurement error, since uninformed opinions are recorded and the data acquisition process renders false statistics.

(4) Consider the willingness of the respondent to answer the question: The memory of the respondent may be totally clear, yet the respondent may not be willing to give a truthful reply. Reporting of an event is likely to be distorted in a socially desirable direction. If the event is perceived as embarrassing, sensitive in nature, threatening, or divergent from one's self-image, it is likely either not to be reported at all or to be distorted in a desirable direction. One technique is to ask the question in the third person. For example, "Do you think that most people charge more on their credit cards than they should? Why?" By asking about "most people" rather than about the respondents themselves, researchers may be able to learn more about the respondents' attitude about credit and debt. This data acquisition method makes embarrassing topics less intimidating for the respondent to discuss.

Michael Russell Your Independent guide to Data Acquisition

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