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Questionnaire Design for Surveys and Laboratory Experiments:

Social And Cognitive Perspectives

Communication 239, Political Science 324R, Psychology 224

Jon A. Krosnick

Departments of Communication, Political Science, and Psychology

Stanford University

434 McClatchy Hall, 725-3031, [email protected]

Spring, 2005

Building 50, Room 52H

Tuesdays, 3:15 6:05 pm

_______________________________________________________________________

This course will provide an introduction to general theories of the cognitive aspects of

question-answering in surveys. The focus will be on the cognitive processes in whichrespondents engage when answering questions and on the social interactions among researchers,

interviewers, and respondents. The course will provide an overview of issues that one should

consider when designing a survey questionnaire or when interpreting the results of a survey.

A great deal of research has been conducted during the last 50 years exploring the effects

of different measurement strategies on the findings of survey research, and this work reveals agreat deal about the cognitive processes in which survey respondents engage during interviews.We will review the major findings of this work and discuss their implications for understanding

cognitive aspects of question-answering. The primary goal of the discussions will be to identify

issues to be considered when writing survey questions to measure specified constructs. Takentogether, this literature makes many useful recommendations regarding how to avoid sources of

bias in measurement and how to maximize accuracy.

Most of our discussions will focus on the measurement of subjective psychologicalphenomena, such as attitudes, beliefs, assessments of importance, and assessments of

satisfaction. There will be some secondary discussion of the measurement of objective

phenomena, primarily past behavior.

Course requirements are: (1) reading all required reading assignments prior to class

meetings when they will be discussed, (2) participating energetically and creatively in classdiscussion, and (3) a final sit-down exam asking you to critique a questionnaire that I will give

you.

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Topics to be Covered

1. General Introduction

2. Open versus Closed Questions

3. Closed Questions: Ratings versus Rankings

4. Closed Questions: Number of Scale Points/Magnitude Scaling

5. Closed Questions: Verbal vs. Numeric Scale Point Labels

6. Closed Questions: Response Order Effects

7. Attitudes and Non-attitudes

8. Acquiescence and Other Response Biases

9. Question Wording/Question Balance

10. Question Order

11. Attitude Recall Questions

12. Asking Why?

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Warwick, D. P., & Lininger, C. A. (1975). The sample survey: Theory and practice.

(Chapter 6, "Questionnaire design."). New York: McGraw-Hill.

1. Introduction to Issues of Question Design

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Schwarz, & S. Sudman (Eds.), Social information processing and survey

methodology. New York: Springer-Verlag.

Kalton, G., & Schuman, H. (1982). The effect of the question on survey responses: A

review. The Journal of the Royal Statistical Society, 145, 42-73.

*Krosnick, J. A. (1991). Response strategies for coping with the cognitive demands ofattitude measures in surveys. Applied Cognitive Psychology, 5, 213-236.

Schuman, H. (1982). Artifacts are in the mind of the beholder. The American

Sociologist, 17, 21-28.

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Opinion Quarterly, 50, 432-442.

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*Tourangeau, R. (1987). Attitude measurement: A cognitive perspective. In H. Hippler,N. Schwarz, & S. Sudman (Eds.), Social information processing and survey

methodology. New York: Springer-Verlag.

2. Open vs. Closed Questions

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3. Closed Questions: Ratings vs. Rankings

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4. Closed Questions: Number of Scale Points

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