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, Krosnick@stanford.edu
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 which
respondents 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 a
great 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. Taken
together, 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 psychological
phenomena, 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 class
discussion, and (3) a final sit-down exam asking you to critique a questionnaire that I will give
you.
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?
1
Readings to be Reviewed
Note: Readings marked with "*" are required. Readings marked with "+" are optional but
recommended. All other readings are fully optional.
General Readings on Questionnaire Design
Bradburn, N. M. (1983). Response effects. Pp. 289-328 in P. H. Rossi, J. D. Wright, &
A. B. Anderson (Eds.), Handbook of survey research. New York: Academic
Press.
Bradburn, N. M., & Sudman, S. Improving interview method and questionnaire design.
San Francisco: Jossey-Bass.
Cantril, H. (1944). Gauging public opinion. Princeton, N.J.: Princeton University Press.
+Converse, J. M., & Presser, S. (1986). Survey questions: Handcrafting the standardized
questionnaire. Beverly Hills, CA: Sage.
Kahn, R. L., & Cannell, C. F. (1957). The dynamics of interviewing (Chapters 5 and 6,
"The formulation of questions" and "The design of questionnaires"). New York:
Wiley.
Oppenheim, A. N. (1966). Questionnaire design and attitude measurement. New York:
Basic Books.
Payne, S. L. (1951). The art of asking questions. Princeton, N.J.: Princeton University
Press.
Sheatsley, P. B. (1983). Questionnaire construction and item writing. Pp. 195-230 in P.
H. Rossi, J. D. Wright, & A. B. Anderson (Eds.), Handbook of survey research.
New York: Academic Press.
Smith, T. W. (1987). The art of asking questions, 1936-1985. Public Opinion Quarterly,
51, S95-S108.
Sudman, S., & Bradburn, N. M. (1974). Response effects in surveys. Chicago: Aldine.
Sudman, S., & Bradburn, N. M. (1983). Asking questions. San Francisco: Jossey-Bass.
+Turner, C. F., & Martin, E. (1984). Surveying subjective phenomena (vol. 1 and 2).
New York: Russell Sage Foundation.
2
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
Andrews, F. M. (1984). Construct validity and error components of survey measures: A
structural modeling approach. Public Opinion Quarterly, 48, 409-442.
*Hippler, H., & Schwarz, N. (1987). Response effects in surveys. In H. Hippler, N.
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 of
attitude 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.
Schuman, H. (1986). Ordinary questions, survey questions, and policy questions. Public
Opinion Quarterly, 50, 432-442.
Schuman, H., & Kalton, G. (1985). Survey methods. In G. Lindzey and E. Aronson
(Eds.), Handbook of social psychology (vol. 1). New York: Random House.
Schuman, H., & Presser, S. (1977). Question wording as an independent variable in
survey analysis. Sociological Methods and Research, 6, 27-46.
*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
Belson, W. A., & Duncan, J. A. (1962). A comparison of the checklist and the open
response questioning systems. Applied Statistics, 11, 120-132.
*Converse, J. M. (1984). Strong arguments and weak evidence: The open/closed
questioning controversy of the 1940s. Public Opinion Quarterly, 48, 267-282.
Ehrlich, H. J., & Rinehart, J. W. (1965). A brief report on the methodology of stereotype
research. Social Forces, 43, 564-575.
3
Elig, T. W., & Frieze, I. H. (1979). Measuring causal attributions for success and
failure. Journal of Personality and Social Psychology, 37, 621-634.
Geer, J. G. (1988). What do open-ended questions measure? Public Opinion Quarterly,
52, 365-371.
Hurd, A. W. (1932). Comparisons of short answer and multiple choice tests covering
identical subject content. Journal of Educational Psychology, 26, 28-30.
Jenkins, J. G. (1935). Psychology in Business and Industry. New York: Wiley, p. 348351.
Lazarsfeld, P. E. (1944). The controversy over detailed interviews - an offer for
negotiation. Public Opinion Quarterly, 8, 38-60.
Lindzey, G. E., & Guest, L. (1951). To repeat - check lists can be dangerous. Public
Opinion Quarterly, 15, 355-358.
Link, H. C. (1943). An experiment in depth interviewing. Public Opinion Quarterly, 7,
267-279.
Magill, W. H. (1934). The influence of the form of the item on the validity of
achievement tests. Journal of Educational Psychology, 25, 21-28.
Malmud, R. S. (1925). The controlled vs. the free completion. American Journal of
Psychology, 36, 401-411.
Mason, R., Boersma, L., & Faulkenberry, G. D. (1988). The use of open and closed
questions to identify holders of crystallized attitudes: The case of adoption of
erosion-control practices among farmers. Rural Sociology, 53, 96-109.
Metzner, H., & Mann, F. (1952). A limited comparison of two methods of data
collection: The fixed alternative questionnaire and the open-ended interview.
American Sociological Review, 17, 486-491.
Remmers, H. H., Marschat, L. E., Brown, A., & Chapman, I. (1923). An experimental
study of the relative difficulty of true-false, multiple-choice, and incompletesentence types of examination questions. Journal of Educational Psychology, 14,
367-372.
Roslow, S., & Blankenship, A. B. (1939). Phrasing the question in consumer research:
Experimental studies on the form of question. Journal of Applied Psychology, 23,
612-622.
4
Roslow, S., Wulfeck, W. H., & Corby, P. G. (1940). Consumer and opinion research:
Experimental studies on the form of the question. Journal of Applied Psychology,
24, 334-346.
Rugg, D., & Cantril, H. (1944). The wording of questions. In H. Cantril (Ed.), Gauging
public opinion. Princeton: Princeton University Press, p. 37-38, 49.
Schuman, H., Ludwig, J., & Krosnick, J.A. (1986). The perceived threat of nuclear war,
salience, and open questions. Public Opinion Quarterly, 50, 519-536.
*Schuman, H., & Presser, S. (1981). Questions and answers in attitude surveys. New
York: Academic Press. Chapter 3, "Open versus closed questions."
Schuman, H., & Scott, J. (1987). Problems in the use of survey questions to measure
public opinion. Science, 236, 957-959.
Skott, H. E. (1943). Attitude research in the Department of Agriculture. Public Opinion
Quarterly, 7, 280-292.
3. Closed Questions: Ratings vs. Rankings
*Alwin, D. F., & Krosnick, J. A. (1985). The measurement of values in surveys: A
comparison of ratings and rankings. Public Opinion Quarterly, 49, 535-552.
Elig, T. W., & Frieze, I. H. (1979). Measuring causal attributions for success and
failure. Journal of Personality and Social Psychology, 37, 621-634.
Feather, N. T. (1973). The measurement of values: Effects of different assessment
procedures. Australian Journal of Psychology, 25, 221-231.
Guilford, J. P. (1954). Psychometric methods. New York: McGraw-Hill.
*Herzog, A. R., & Bachman, J. G. (1981). Effects of questionnaire length on response
quality. Public Opinion Quarterly, 45, 549-559.
*Krosnick, J. A., & Alwin, D. F. (1987). A test of the form-resistant correlation
hypothesis: Ratings, rankings, and the measurement of values. Public Opinion
Quarterly, 52, 526-538.
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multidimensional scaling data collection methods: Some additional results.
Journal of Marketing Research, 14, 607-610.
Moore, M. (1975). Rating versus ranking in the Rokeach value survey: An Israeli
comparison. European Journal of Social Psychology, 5, 405-408.
5
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Schulz, U., & May, T. (1989). The recording of social orientations with ranking and pair
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4. Closed Questions: Number of Scale Points
Andrews, F. M. (1984). Construct validity and error components of survey measures: A
structural modeling approach. Public Opinion Quarterly, 48, 409-442.
Bass, B. M., Cascio, W. F., & O'Connor, E. J. (1974). Magnitude estimations of
expressions of frequency and amount. Journal of Applied Psychology, 59, 313320.
Bendig, A. W. (1953). The reliability of self-ratings as a function of amount of verbal
anchoring and of the number of categories on the scale. Journal of Applied
Psychology, 37, 38-41.
Bendig, A. W. (1954). Transmitted information and the length of rating scales. Journal
of Experimental Psychology, 47, 303-308.
Bendig, A. W., & Hughes, J. B. (1953). Effect of amount of verbal anchoring and
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Experimental Psychology, 46, 87-90.
Birkett, N. J. (1986). Selecting the number of response categories for a Likert-type
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Meetings, Section on Survey Research Methods.
Bishop, G. F. (1987). Experiments with the middle response alternative in survey
questions. Public Opinion Quarterly, 51, 220-232.
Champney, H., & Marshall, H. (1939). Optimal refinement of the rating scale. Journal
of Applied Psychology, 23, 323-331.
6
Cox, E. P. (1980). The optimal number of response alternatives for a scale: A review.
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32, 255-265.
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8
Warr, P., Barter, J., & Brownridge, G. (1983). On the independence of positive and
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Watson, D. (1988). The vicissitudes of mood measurement: Effects of varying
descriptors, time frames, and response formats on measures of positive and
negative affect. Journal of Personality and Social Psychology, 55, 128-141.
*Wedell, D. H., & Parducci, A. (1988). The category effect in social judgment:
Experimental ratings of happiness. Journal of personality and Social Psychology,
55, 341-356.
Welch, R. E. (1972). The use of magnitude estimation in attitude scaling: Constructing a
measure of political dissatisfaction. Social Science Quarterly, 76-87.
5. Closed Questions: Verbal vs. Numerical Scale Point Labels
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Andrews, F. M. (1984). Construct validity and error components of survey measures: A
structural modeling approach. Public Opinion Quarterly, 48, 409-442.
Bass, B. M., Cascio, W. F., & O'Connor, E. J. (1974). Magnitude estimations of
expressions of frequency and amount. Journal of Applied Psychology, 59, 313320.
Bendig, A. W. (1953). The reliability of self-ratings as a function of amount of verbal
anchoring and of the number of categories on the scale. Journal of Applied
Psychology, 37, 38-41.
Bendig, A. W., & Hughes, J. B. (1953). Effect of amount of verbal anchoring and
number of rating-scale categories upon transmitted information. Journal of
Experimental Psychology, 46, 87-90.
*Bradburn, N. M., & Miles, C. (1979). Vague qualifiers. Public Opinion Quarterly, 43,
92-101.
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9
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Eagly, A. H., & Steffen, V. J. (1988). A note on assessing stereotypes. Personality and
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Finn, R. H. (1972). Effects of some variations in rating scale characteristics on the
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10
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*Wallsten, T. S., Budescu, D. V., Rapoport, A., Zwick, R., & Forsyth, B. (1986).
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Watson, D. (1988). The vicissitudes of mood measurement: Effects of varying
descriptors, time frames, and response formats on measures of positive and
negative affect. Journal of Personality and Social Psychology, 55, 128-141.
Wedell, D. H., & Parducci, A. (1988). The category effect in social judgment:
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11
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14
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7. Closed Questions: Response Order Effects
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8. Attitudes and Non-Attitudes
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10. Question Order
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