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Chapter 7: Problem 8

One question on a survey questionnaire is phrased as follows: "Don't you agree that there is too much sex and violence during prime TV viewing hours?" Comment on possible problems with the responses to this question. Suggest a better way to pose the question.

Short Answer

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" and how can it be improved? Answer: The issues with the original question include negative assumption, combining unrelated topics, and being a leading question. A better way to pose the question could be: "What is your level of concern about the amount of sexual and violent content during prime TV viewing hours?". This revised question addresses the issues by being more neutral, separating the topics, and allowing respondents to express their true opinions. A follow-up question could be added to further clarify their views on sexual vs. violent content.

Step by step solution

01

1. Identify the issues in the original question

The original question is phrased as: "Don't you agree that there is too much sex and violence during prime TV viewing hours?". There are a few problems with this question: 1. It contains a negative assumption (there is too much sex and violence), which can lead respondents to answer in a particular way due to the bias suggested in the question. 2. It combines two potentially unrelated topics (sex and violence). This may cause confusion because respondents could have different opinions on these topics or find it difficult to give a straightforward answer. 3. The question is a leading question, as it assumes the respondent's agreement by stating "don't you agree". This can encourage respondents to provide a socially acceptable answer, rather than their true opinion.
02

2. Suggest a better way to pose the question

In order to improve the question, we should address the identified issues to create a more neutral and clear question. A potential revision could be: "What is your level of concern about the amount of sexual and violent content during prime TV viewing hours?". This alternative question: 1. Removes the negative assumption by replacing it with a neutral query about the respondent's level of concern. 2. Combines the topics of sex and violence as separate concerns rather than grouping them together. 3. Replaces the leading question with an open-ended question that allows respondents to express their true opinions without feeling pressured to agree or disagree. A follow-up question could be added for further clarification: "In your opinion, is there a difference between the amount of sexual content and violent content during prime TV viewing hours? Please explain." This follow-up question allows respondents to elaborate on their views regarding the two topics separately and provides further insights into their opinions.

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Key Concepts

These are the key concepts you need to understand to accurately answer the question.

Question Wording
The way we word questions is crucial in surveys. The words you choose can influence how people respond. In the original question, the use of the phrase "Don't you agree" already nudges respondents towards agreement. This introduces a bias. Instead of asking neutrally, it suggests there is already a consensus. It's like whispering the answer in someone's ear. A less biased way to phrase it would be neutral and open. Simply asking for the respondent's view or level of concern about a topic can encourage more genuine responses. For example, "What is your reaction to..." or "How concerned are you about..." is more open-ended. This encourages respondents to think freely and give their honest opinion.
Response Bias
Response bias occurs when survey responses are affected by the nature of the questions themselves. It's like when someone subtly hints at the right answer during a quiz鈥攖he responses might not be completely honest or accurate. In the case of survey questions with strong language or assumptions, like saying "too much sex and violence", people may feel pressured to respond in a way that's expected or socially acceptable. To minimize response bias, it's important to construct questions carefully. Use balanced language and avoid making assumptions. Respondents should feel free to express their true opinions without feeling guided towards a particular answer. This leads to more authentic and meaningful data, which is what we're aiming for.
Leading Questions
Leading questions are a big no-no in survey design because they suggest the answer you want. The original survey question "Don't you agree..." is a good example of this. By framing it that way, the question nudges respondents toward agreement, even if they might not actually agree. It's like leading someone down a path and to a specific door rather than letting them pick any door they wish. Instead, we should ask clear, unbiased questions. An open-ended format usually helps. For example, instead of asking "Don't you think...?", we can say "What are your thoughts on...?" Open-ended questions allow respondents to engage with the content on their own terms. This results in more valid and useful data.
Survey Methodology
Survey methodology encompasses the methods and techniques used to design surveys that collect quality data accurately. Even small details in question design can significantly impact the survey's overall success. The original question suffered due to its wording and structure, making it a less effective part of the survey methodology. Good practice includes testing questions in advance to discover biases or confounding elements. This step can highlight how wordings sway responses. Moreover, dividing complex questions into simpler, more direct parts can help. Breaking topics like sex and violence into separate questions might reduce complexity and avoid confusion. This results in clearer data points that better reflect the diversity of opinions from respondents. Effective survey methodology leads to reliable and valuable results, guiding better decision-making.

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Most popular questions from this chapter

A certain type of automobile battery is known to last an average of 1110 days with a standard deviation of 80 days. If 400 of these batteries are selected, find the following probabilities for the average length of life of the selected batteries: a. The average is between 1100 and 1110 . b. The average is greater than 1120 . c. The average is less than 900 .

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