Question Sequence
- Questions should flow logically from one to the next.
- The researcher must ensure that the answer to a question is not influenced by previous questions.
- Questions should flow from the more general to the more specific.
- Questions should flow from the least sensitive to the most sensitive.
- Questions should flow from factual and behavioural questions to attitudinal and opinion questions.
- Questions should flow from unaided to aided questions.
- According to the three stage theory (also called the sandwich theory), initial questions should be screening and rapport questions. Then in the second stage you ask all the product specific questions. In the last stage you ask demographic questions.
Read more about this topic: Questionnaire Construction
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“Our passional nature not only lawfully may, but must, decide an option between propositions, whenever it is a genuine option that cannot by its nature be decided on intellectual grounds; for to say, under such circumstances, “Do not decide, but leave the question open,” is itself a passional decision—just like deciding yes or no—and is attended with the same risk of losing the truth.”
—William James (1842–1910)
“It isn’t that you subordinate your ideas to the force of the facts in autobiography but that you construct a sequence of stories to bind up the facts with a persuasive hypothesis that unravels your history’s meaning.”
—Philip Roth (b. 1933)