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The New York Times did a special report on polling that was carried in papers across the nation. The article pointed out how readily the results of a survey can be manipulated. Some features that can influence the results of a poll include the following: the number of possible responses, the phrasing of the questions, the sampling techniques used (voluntary response or sample designed to be representative), the fact that words may mean different things to different people, the questions that precede the question of interest, and finally, the fact that respondents can offer opinions on issues they know nothing about. (a) Consider the expression "over the last few years." Do you think that this expression means the same time span to everyone? What would be a more precise phrase? (b) Consider this question: "Do you think fines for running stop signs should be doubled?"Do you think the response would be different if the question "Have you ever run a stop sign?" preceded the question about fines? (c) Consider this question: "Do you watch too much television?" What do you think the responses would be if the only responses possible were yes or no? What do you think the responses would be if the possible responses were "rarely," "sometimes," or "frequently"?

Step by step solution

01

Understanding Vague Expressions

(a) The phrase 'over the last few years' is subjective and is likely to mean different lengths of time for different people. For some, it may mean 2-3 years, while for others, it could span 5-10 years. A more precise phrase could be 'in the last three years' or 'since 2020', which provides specific time frames and reduces ambiguity.

02

Question Influence by Preceding Question

(b) In the presented question about fines and running stop signs, the response to 'Do you think fines for running stop signs should be doubled?' can be influenced if it follows 'Have you ever run a stop sign?'. If respondents have just admitted to running a stop sign, they may feel guilty or defensive, possibly leading them to oppose doubling fines even if they might agree in a neutral setting.

03

Impact of Limited Response Options

(c) If asked 'Do you watch too much television?' with only 'yes' or 'no' as responses, people may feel forced to answer straightforwardly. If the options are instead 'rarely,' 'sometimes,' or 'frequently,' respondents may feel they can more accurately express their habits without labeling them as too much or too little. The latter set of options allows for nuanced responses that can capture varying perceptions of what 'too much' might entail.

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Key Concepts

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

Vague Expressions

When dealing with surveys, using vague expressions can lead to confusion and varied interpretations among respondents. A phrase like 'over the last few years' is subjective and can mean anything from a couple of years to a decade, depending on who you ask.
By using vague terms, you introduce ambiguity that can skew survey results. To improve precision, it's beneficial to replace such expressions with specific time frames. Instead of 'over the last few years,' consider using terms like 'in the past two years' or 'since 2020.' This helps every respondent to have the same understanding of the time period being referred to, ensuring that the survey results are more consistent and reliable.

Question Phrasing

The way questions are phrased in a survey can significantly affect the responses you receive. Simple lead-in questions that frame the context can have an influence, intentionally or not, on how someone answers a subsequent question.
In our example, if a question like 'Have you ever run a stop sign?' precedes 'Do you think fines for running stop signs should be doubled?' it might evoke feelings of defensiveness or guilt in respondents. This can lead them to respond differently than they would have if asked in isolation.
Crafting questions that are neutral and avoid influencing emotional responses is key to obtaining unbiased data. Consider structuring questions in a way that they do not directly influence the respondent's mindset on the subsequent inquiry.

Response Options

The options you provide for answering survey questions can drastically alter the information you collect. In the example question, 'Do you watch too much television?' offering only 'yes' or 'no' as responses gives a hard binary choice.
Such limited options might compel respondents to select an answer that doesn't truly reflect their habits. Providing more nuanced choices, such as 'rarely,' 'sometimes,' or 'frequently,' allows individuals to convey a more accurate depiction of their behavior.
This flexibility is crucial in capturing shades of meaning that a simple 'yes' or 'no' cannot, enhancing the survey's sensitivity and depth. By offering detailed response options, you allow respondents to express themselves more truthfully, which can significantly improve the quality of your data.

Survey Sampling Techniques

Choosing the right sampling technique is vital for collecting data that truly represents your target population. Two common techniques include voluntary response surveys and representative sample designs.
Voluntary response surveys, where participation is left to the individual's choice, can lead to biased results as they often attract individuals with strong opinions. Conversely, a representative sample design aims to mirror the population demographic and typically yields a more balanced set of responses. To improve survey results, it's crucial to opt for sampling methods that align with your research goals. Representative sampling techniques generally offer more accurate insights and help avoid the biases associated with self-selected participation.