Article Presentation V3

7/29/2019 Article Presentation V3

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Group 3

1. Chow Siew Wai CGA110026

2. See Wei Chan CGA110030

3. Leow Chai Chin CGA110049

4. Catherine CGA



o Responding to survey question involves many,frequency iterative, steps of complex informationprocessing.

o Responding to survey consider as a complexcommunication process whereby the product of

the interaction between researches andrespondents lead to the sharing and creating of meaning.

o In this article, a study into questions and thevarious possibilities of their encoding and

decoding is reviewed.

o Followed by a studies investigating the impact of different forms of encoding and decodingresponses.

Dr Petra Lietz



SurveyCommunication

Framework

Questions Responses



1. Questionlengths

o To keep question or statement as short as possibleo Specific a maximum number of 16 woks or 20 words per

sentence

2. Grammar o To keep grammatical complexities to a minimum

o Question should employ the active rather than passive voice

o Repeat nouns instead of using pronounso Avoid possessive forms

3. Specificity and

simplicity

o Use specific rather than general terms

o Breaking down complex questions into simple ones

o Providing behavioral illustrations of certain conceptso Avoid words such as Probably, May be or Perhaps

o Against the use of hypothesis questions instead use vignettes

or alternative scenario



4. Socialdesirability

(SD)

o Questions shall form as indirect questions „What do you believeother people think about…‟

o Use introductory phrase „Do you happened to know…‟

o Use words as neutrally as possible

o Propose value on a certain topic in different directions

o Suggest the normalcy of social deviant behavior

5. Double-

barreled

questions

o To avoiding question or statement that contain two different

verbs or two different concepts

o „Do you have time to read the newspaper every day?‟

6. Negatively

worded

questions

o To avoid negatively worded questions or statement

X „What is your review about the statement that conservationists

should not be so uncooperative with the government?‟

What is your view about the statement that conservations

should cooperate with the government?‟



7. Adverbs of frequency

o Offer respondents specific quantifies in the response optionso Should included numeric reference points for a specified time

period

o „How many hours do you watch TV on a weekday?‟ with

providing options such as „<0.5hours‟, „0.5hours to < 1 hour‟, „1

hour to <1.5 hours‟.

8. Question order o Effect of part-whole combination

General question shall placed before the specific questions

o Effect of part-part combination

To consider the sequence of question if they are asked at

the same level of specificity

o Effect as a result of salience

Demographic questions such as age, education, income

and marital status should come at the end of the

questionnaires rather than at the beginning



1. Don‟t Know

(DK) Option

o Response scale should avoid to offer DK option

o Percentages of respondents choosing DK increased by between

22% to 25% when it was explicitly offered

o About 20% of respondents shifted from DK option to substantive

response option if DK option was not offered

2. Opinion

Floating

o Less educated respondents tended to give more DK responses

than more educated respondents

o Whether a filter or standard question in a questionnaires is

depend on respondent is interested in „informed opinion‟ on a

issue

3. OpinionFiltering

o „Do you have an opinion on this or not?‟ Respondent self-identification is being ignorant

o „Have you already thought sufficiently about XYZ so that you

could form an opinion? Instead of „Do you have an opinion on

XYZ?‟

Used stronger filter questions



4. Number of Response

Scale Option

o 5-point scales are preferable in situation where respondents areasked for absolute judgment

o 7 to 9 point scales to be more appropriate in situation where

more abstract judgments are sought from respondents

5. Odd or Even

Number of Response

Scale Option

o Odd or even number of response scale options are implying a

decision on whether or not to offer a – usually neutral – „middle‟ option that allow respondents not to commit themselves to a

direction in their opinions or attitude.

o From analysis reported, response scale without the middle point

had lower validity and higher random error variance, indicating

that people randomly choose other available response options

when the middle options was not available.o Research with having middle point to increase the reliability and

validity of response scales has been confirmed by Saris and

Gallhofer (2007).

(I really have no idea how to present this?!!!)



6. Labeling of Response

Scales Option

o Numbered scale (unipolar) which a scale from 0-10 or (bipolar)which a scale from -5 to 5

o Verbal scales (agree, slightly agree, either agree nor disagree,

slightly disagree, disagree)

o Multiplying adverbs (slightly, rather, extremely)

7. Order andDirection of

Response

Option

o

Direction of response option is negligible in most situationo Lowest numerical value should be attached to the disagree option

o Questionnaires should convey less desirable responses



Don‟t Know (DK)

Option

o In conducting research, the first central issue that need to be addressed is

whether all the respondents should answer all the questions or whether those

respondents with little or no knowledge should be filtered out and not be asked

certain questions.o Trometer (1996) reported that percentages of respondents choosing DK

increased by between 22% to 25% when it was explicitly offered.

o About 20% of respondents shifted from DK option to substantive response

option ( i.e. “agree” or “ disagree” ) if DK option was not offered.

Opinion Floating o Respondents give substantive response when DK option is not offered but

respondents choose opinion floating when offered. Floaters as these people

seem to vary their responses depending on the response options on offer.

o From experiments conducted, less educated respondents tended to give moreDK responses.

Opinion Filtering o A more explicit way of filtering out respondents that questions are advocated

by some as means of excluding anyone who is „ignorant‟ on a particular issue.

o 2 things that very important:

o Respondents‟ self-identification as being „ignorant‟ might vary systematically as

a consequence of question topic as well as respondents‟ characteristics such

as gender and age.

o A serious consequence of filtering out respondents is the impact on the

representatives of the sample, in particular where stronger filter questions are

used (e.g. “ Have you already thought sufficiently about XYZ so that you could

form an opinion? Instead of “ Do you have an opinion on XYZ?”) that lead to

the overestimation of people without an opinion (Hippler et al. 1987).

o Evidence that runs counter to the hypothesis that less well-informed people

have no attitudes on certain issues stems from such people being consistent in

their response behavior over time.

o For the group of people with non-attitudes if could be anticipated that half of

them would favor an issue and the other half would oppose an issue.



Number of

Response Scale

Option

o 5-point and 7-point scale response options are the most commonly used due to 5 and 7-point

scale can easily be rescaled in order to facilitate comparisons.

o The 7-point scale has been shown to be more reliable, it allows for greater differentiation of

responses that the 5-point scale.

o The 5-point scales are preferable in situations where respondents are asked for absolute

judgments. While 7 to 9-point scales to be more appropriate in situation where more abstract

judgments are sought from respondents.

Odd or Even

Number of

Response Scale

Option

o Odd or even number of response scale options are implying a decision on whether or not to

offer a – usually neutral – „middle‟ option that allow respondents not to commit themselves to

a direction in their opinions or attitude.

o From analysis reported, response scale without the middle point had lower validity and higher

random error variance, indicating that people randomly choose other available response

options when the middle options was not available.

o Research with having middle point to increase the reliability and validity of response scales

has been confirmed by Saris and Gallhofer (2007).

Labeling of

Response Scales

Option

o Decisions regarding the labeling response scale option include whether to use numbered

scale that are unipolar ( a scale from 0-10), bipolar ( a scale from -5 to 5), or verbal scales (

agree, slightly agree, either agree nor disagree, slightly disagree, disagree)

Order and

Direction of Response Option

o Foddy (1993) has outlined a number of response options effects including primacy effect,

recency effect and effect of shifting frames of reference.o Primacy effect refer to assumption that respondents will select earlier alternatives more

frequently than later alternatives.

o Recency effect refers is said to apply when respondents select the later alternatives and is

thought to apply mainly apply respondents only hear the alternatives.

o Shifting frames of reference effect to possibility that the selection of a certain alternative

depends on whether the „more favorable‟ alternatives are presented earlier or later.



Questions shouldbe clear, simple,

specific

Questions shouldfocus on currentattitude and very

recent behavior

Likert-typeresponse scale

length ranges from

5 to 8 is desirable

Numerical scaleshould be unipolar

with matchingverbal label at both

end of the scales

„Disagree‟ optionsshould have lower

numeric values

attached than„agree‟ options

Demographicquestions shouldbe put at the end

of the questions

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