CHAPTER OBJECTIVES

Based upon their reading of Chapter 11, students should be able to:

1. understand the major considerations involved in formulating questions: content, structure, format, and sequence.
2. discuss the ways in which questions can be utilized to elicit factual information, opinions, and attitudes from respondents.
3. distinguish among and discuss the three types of question structures: open ended, closed ended, and contingency.
4. discuss the various formats utilized to ask questions for different research purposes.
5. understand the importance of question sequencing in a questionnaire.
6. explain the pitfalls in questionnaire construction.
7. explain the characteristics of the cover letter and relevant instructions for questionnaire completion by respondents.