iage 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 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

cides 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

e 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

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

iage 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 st