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Copyright 2000, Richard B. Warnecke
QUALITATIVE APPROACHES TO QUESTIONNAIRE DESIGN:
METHODS AND APPLICATIONS
RICHARD B. WARNECKE, Ph.D. UNIVERSITY OF ILLINOIS AT CHICAGO
MINORITY HEALTH PROJECT
UNIVERSITY OF NORTH CAROLINA AT CHAPEL HILL
JUNE 15, 2000
Copyright 2000, Richard B. Warnecke
Copyright 2000, Richard B. Warnecke
ANSWERING QUESTIONS
INTERPRETATION
RECALL
JUDGMENT FORMATION
RESPONSE FORMATTING
EDITING
Copyright 2000, Richard B. Warnecke
LABORATORY METHODS
FOCUSED INTERVIEWS THINK-ALOUDS PARAPHRASING CONFIDENCE RATINGS RESPONSE LATENCY SORTS
Copyright 2000, Richard B. Warnecke
INTERPRETING THE QUESTION
LITERAL MEANING
INTENDED MEANING
RESPONSE ALTERNATIVES
Copyright 2000, Richard B. Warnecke
INTERPRETATION PROBES
PARAPHRASE QUESTION. DEFINE A WORD OR PHRASE. WHAT DOES A RESPONSE MEAN TO
YOU? BOUNDARIES (WHICH OF THE
FOLLOWING WOULD ALSO BE …..?) LABEL PREFERENCE INTERPRETATION DIFFICULTY
Copyright 2000, Richard B. Warnecke
WHAT TYPES OF PHYSICAL ACTIVITY OR EXERCISE DID YOU PERFORM DURING THE
PAST MONTH?
________________________________________________
Copyright 2000, Richard B. Warnecke
WHAT DID YOU THINK WE MEANT WHEN WE SAID “PHYSICAL ACTIVITY?
Copyright 2000, Richard B. Warnecke
WHICH, IF ANY, OF THE FOLLOWING WOULD YOU (ALSO) CONSIDER TO BE
PHYSICAL ACTIVITY? WHAT ABOUT . . .
WALKING,
HOUSEWORK, SUCH AS CLEANING THEBATHROOM OR KITCHEN,
WORK-RELATED ACTIVITY, SUCH AS CONSTRUCTION
YARD WORK, SUCH AS MOWING THE LAWN OR RAKING LEAVES?
Copyright 2000, Richard B. Warnecke
LOGISTIC REGRESSION ANALYSIS OF PHYSICAL ACTIVITY QUESTION MEANING PROBES
(UNSTANDARDIZED COEFFICENTS REPORTED)
Behavioral frequency 0.22* 0.02 0.07 0.12Male (1=Yes)
Male -0.91*** -0.36** 0.41* -0.43**(1 = Yes)
African American 0.07 0.042** -0.01 0.59**(1 = Yes)
Mexican American 0.48 0.25 0.36 0.43(1 = Yes)
Copyright 2000, Richard B. Warnecke
LOGISTIC REGRESSION ANALYSIS OF PHYSICAL ACTIVITY QUESTION MEANING PROBES
(UNSTANDARDIZED COEFFICENTS REPORTED) cont’d.
Puerto Rican 0.26 0.38* -0.09 0.34(1 = Yes)
Age 0.08** 0.01 -0.00 0.00
Education 0.12 0.10 -0.12 -0.03
Model chi-square 30.11*** 18.42** 8.21 18.00**
Sample Size 365 372 371 371
Copyright 2000, Richard B. Warnecke
RECALLING AND RETRIEVING
RECALL PRIOR INFORMATION COMPUTE ESTIMATE USE A SCHEMA (A PATTERN OF
ASSOCIATIONS AROUND WHICH THINGS ARE RECALLED, I.E. PAP SMEAR AS PART OF A PHYSICAL EXAM).
Copyright 2000, Richard B. Warnecke
RETRIEVAL PROBES RECALL STRATEGY RECALL INTERVAL SEARCH STRATEGY (PROXIMAL, DISTAL,
ANYWHERE) LONG TERM RECALL--LINK TO EVENTS TO
HELP REMEMBER RECALL FRAME OF REFERENCE--WHAT
KINDS OF THINGS HELPED YOU REMEMBER?
Copyright 2000, Richard B. Warnecke
HOW MANY TIMES PER WEEK OR PER MONTH DID YOU TAKE
PART IN (FIRST ACTIVITY MENTIONED)?
_______________ TIMES PER WEEK
____________________ TIMES PER MONTH
Copyright 2000, Richard B. Warnecke
HOW DID YOU REMEMBER THE NUMBER OF TIMES YOU DID THIS? (PERFORM PHYSICAL
ACTIVITY)
Copyright 2000, Richard B. Warnecke
IN A TYPICAL WEEK, HOW MANY TIMES DO YOU TALK ON
THE TELEPHONE WITH FAMILY, FRIENDS, OR NEIGHBORS?
______ TIMES PER DAY
______ TIMES PER WEEK
Copyright 2000, Richard B. Warnecke
IN RECALLING THIS INFORMATION ABOUT HOW MANY TIMES YOU TALK ON
THE TELEPHONE, DID YOU SPECIFICALLY THINK ABOUT THE MOST RECENT WEEK
OR DID YOU AVERAGE TOGETHER EXPERIENCES YOU’VE HAD OVER A
NUMBER OF WEEKS, OR DID YOU THINK ABOUT IT IN SOME OTHER WAY?
THE MOST RECENT WEEK AVERAGE WEEK OTHER (SPECIFY) __________________ DON’T KNOW
Copyright 2000, Richard B. Warnecke
JUDGMENT FORMATION
FIT A REFERENCE PERIOD
FIT A DEFINITION
RELATE TO QUESTIONNAIRE CONTEXT-- ORDER EFFECTS
Copyright 2000, Richard B. Warnecke
JUDGMENT PROBES JUDGMENT EXPLANATION
– HOW ARRIVED AT ANSWER JUDGMENT CERTAINTY
– SCALE OF CERTAINTY (1-7) ANCHORING STRATEGIES
– COMPARATIVE ATTITUDE CRYSTALLIZATION
– THOUGHT ABOUT BEFORE– FREQUENCY OF PREVIOUS THOUGHT– DISCUSS WITH OTHERS
Copyright 2000, Richard B. Warnecke
HOW LIKELY DO YOU THINK IT IS THAT YOU WILL HAVE SERIOUS
HEALTH PROBLEMS FROM SMOKING? DO YOU THINK IT
IS…..
VERY LIKELYSOMEWHAT LIKELY
SOMEWHAT UNLIKELYVERY UNLIKELY
DEFINITELY NOT POSSIBLE?DON’T KNOW
Copyright 2000, Richard B. Warnecke
BEFORE WE ASKED YOU THE QUESTION ABOUT SERIOUS
HEALTH PROBLEMS, HAD YOU THOUGHT ABOUT IT BEFORE?
YESNO
Copyright 2000, Richard B. Warnecke
ON A SCALE FROM 1 TO 7, WHERE 1 IS ONLY RARELY AND 7
IS VERY OFTEN, HOW OFTEN HAVE YOU THOUGHT ABOUT IT
BEFORE?
1 2 3 4 5 6 7
ONLY VERYRARELY OFTEN
Copyright 2000, Richard B. Warnecke
ORDER EFFECTS-I
MINIMIZING ORDER EFFECTS– GENERAL BEFORE SPECIFIC (FUNNEL)– SPECIFIC BEFORE GENERAL
(INVERTED FUNNEL)– USE ORDER TO REDUCE EFFECTS OR
ITEM NON RESPONSE
Copyright 2000, Richard B. Warnecke
ORDER EFFECTS -2 DEVELOP A LOGICAL FLOW TO HELP
RESPONDENT
– SEGMENT BY TOPIC– ASK ABOUT RELATED TOPICS
TOGETHER– ASK RECALL FROM MOST RECENT TO
LEAST RECENT– USE TRANSITIONS TO CHANGE TOPICS
Copyright 2000, Richard B. Warnecke
ORDER EFFECTS-III ESTABLISH RAPPORT
– START WITH EASY, NON-THREATENING QUESTIONS
– DON’T START WITH DEMOGRAPHICS END WITH THEM
– DON’T START WITH KNOWLEDGE AND AWARENESS
Copyright 2000, Richard B. Warnecke
EXAMPLE OF USE OF ORDER TO RESOLVE CONFUSION
ORIGINAL QUESTION: HOW SATISFIED ARE YOU WITH YOUR RELATIONSHIP WITH YOUR SPOUSE/SIGNIFICANT OTHER?
PROBE: WHAT PARTS OF THE RELATIONSHIP DID YOU THINK ABOUT?
Copyright 2000, Richard B. Warnecke
THE PROBLEM QUESTION WORKED WELL IN
ENGLISH. HOWEVER IN SPANISH THE WORD
FOR RELATIONS IS THE WORD FOR SEXUAL RELATIONS
Copyright 2000, Richard B. Warnecke
SOLUTION
REVERSED ORDER OF QUESTIONS. ASKED ABOUT SATISFACTION WITH SEXUAL RELATIONS FIRST.
THEN ASKED ABOUT OTHER ASPECTS OF MARITAL RELATIONSHIP.
Copyright 2000, Richard B. Warnecke
FORMATTING A RESPONSE
RESPONSE CATEGORIES
RATING SCALES
RESPONSE SET– EXTREME CHOICES– ACQUIESCENCE
Copyright 2000, Richard B. Warnecke
AfricanAmerican(N=102)
MexicanAmerican(N=106)
PuertoRican(N=84)
Whitenon-Hispanic(N=101)
Mean** 7.78 8.09 8.69 6.7
Standarddeviation
4.65 3.99 4.20 4.42
**F-ratio p< .01.
Note: Means with different superscripts differ significantly(p< .05) on the basis of multiple range test.
Mean Group Responses to Measure ofExtreme Response Style
Copyright 2000, Richard B. Warnecke
AfricanAmerican(N=102
MexicanAmerican(N=106)
PuertoRican(N=84)
Whitenon-Hispanic(N=101)
Mean** 10.00 9.96 9.43 8.76
Standarddeviation
2.84 2.91 3.12 2.71
**F-ratio p< .01.
Note: Means with different superscripts differ significantly (p< .05) on thebasis of multiple range test.
Mean Group Responses to Acquiescence Scale
Copyright 2000, Richard B. Warnecke
AfricanAmerican(N=110)
MexicanAmerican(N=110)
PuertoRican(N=87)
Whitenon-
Hispanic(N=108)
Mean** 5.57 5.92 5.47 4.85
Standarddeviation
2.47 2.30 2.16 2.29
**F-ratio p<.01.
Note: Means with different superscripts differ significantly (p<.05) on the basis of multiple range test.
Mean Group Responses to the Marlowe-CrowneSocial Desirability Scale
Copyright 2000, Richard B. Warnecke
SCALE OF SATISFACTION WITH QUALITY OF LIFE
QUALITY OF LIFE SCALE WITH RANGE OF VALUES.– VERY SATISFIED– SATISFIED– SOMEWHAT SATISFIED– A LITTLE SATISFIED– NEITHER SATISFIED NOR DISSATISFIED– A LITTLE DISSATISFIED– SOMEWHAT DISSATISFIED– DISSATISFIED– VERY DISSATISFIED
Copyright 2000, Richard B. Warnecke
ASSESSMENT
SATISFACTION RANGE
VERY 100-60
SATISFIED 100-50
SOMEWHAT 90-45
A LITTLE 70-30
DISSATISFIED RANGE
VERY 0-80
DISSATISFIED 0-80
SOMEWHAT 10-54
A LITTLE 10-53
Copyright 2000, Richard B. Warnecke
SOLUTION
USED A BAR GRAPH WITH SINGLE SCALE WHERE BLANK EQUALS “NOT AT ALL SATISFIED” AND 6 EQUALS “VERY SATISFIED.”
SIMPLIFIED RESPONSE ON ONE DIMENSION
AVOIDED LABELS THAT WERE CONFUSING.
Copyright 2000, Richard B. Warnecke
EDITING A RESPONSE
SOCIAL DESIRABILITY SELF PRESENTATION EFFECT OF INTERVIEWER
– GENDER– AGE– CULTURE/ ETHNICITY
Copyright 2000, Richard B. Warnecke
RESPONSE EDITING PROBES
PERCEIVED SOCIAL DESIRABILITY PERCEIVED EMBARRASSMENT PERCEIVED HONESTY PERCEIVED INTERVIEWER EFFECTS
– ETHNICITY– AGE – GENDER
Copyright 2000, Richard B. Warnecke
INTERVIEWER EFFECTS: AGE ORIGINAL QUESTION: HAVE YOU EVER
SMOKED MARIJUANA, HASH OR HASH OIL OR TAKEN THEM IN SOME OTHER WAY?
PROBE: DO YOU FEEL THIS IS A QUESTION THAT A PERSON YOUR AGE WOULD BE COMFORTABLE OR UNCOMFORTABLE TALKING ABOUT TO A SURVEY INTERVIEWER OF THE SAME AGE OR WHO WAS MUCH YOUNGER OR OLDER?
Copyright 2000, Richard B. Warnecke
Interviewer age
Respondent age
Younger Older (18-29) (30-50)
Same age 77.5 78.6
Younger orOlder
30.3 54.6
Projected Comfort Level Discussing Marijuana Use with HypotheticalInterviewer of Same Age/Different Age
Copyright 2000, Richard B. Warnecke
INTERVIEWER EFFECTS: GENDER
ORIGINAL QUESTION:DURING THE PAST WEEK, HOW
OFTEN HAVE YOU HAD CRYING SPELLS? PROBE:
DO YOU FEEL THIS IS A QUESTION THAT (RESPONDENT’S GENDER) WOULD BE COMFORTABLE TALKING ABOUT TO A SURVEY INTERVIEWER OF THE SAME SEX? OF THE OPPOSITE SEX?
Copyright 2000, Richard B. Warnecke
Interviewergender Male Female
Same gender 34.1 93.3
Opposite gender 28.1 41.3
Projected Comfort Level Discussing Crying Spells with Hypothetical Interviewer of Same Sex/Opposite Sex
Copyright 2000, Richard B. Warnecke
INTERVIEWER EFFECTS: ETHNICITY
ORIGINAL QUESTION: DO YOU THINK OF YOURSELF AS HETEROSEXUAL, HOMOSEXUAL OR BISEXUAL?
PROBE: DO YOU FEEL THIS IS A QUESTION THAT (RESPONDENT’S ETHNIC GROUP) WOULD BE COMFORTABLE DISCUSSING WITH AN INTERVIEWER OF THE SAME (ETHNIC GROUP)? A SURVEY INTERVIEWER OF A DIFFERENT ETHNIC GROUP?
Copyright 2000, Richard B. Warnecke
Comfort LevelAfricanAmerican(N=101)
MexicanAmerican(N=100)
PuertoRican(N=82)
WhiteNon-Hispanic(N=99)
Topic: SexualorientationInterviewerrace/ethnicity: Samerace/ethnicity
72.3 64.0 65.4 82.8
Differentrace/ethnicity
61.0 51.5 54.9 71.4
Projected Comfort Level of Respondents by Topic, By Cultureof Hypothetical Interviewer, And By Culture of Respondent
(Percent Comfortable)