Quantitative, Qualitative, Comparative, and Historical Methodologies Commons^™

The Effects Of Mismatches Between Survey Question Stems And Response Options On Data Quality And Responses, Jolene Smyth, Kristen Olson

Department of Sociology: Faculty Publications

Several questionnaire design texts emphasize a dual role of question wording: the wording needs to express what is being measured and tell respondents how to answer. Researchers tend to focus heavily on the first of these goals, but sometimes overlook the second, resulting in question wording that does not match the response options provided (i.e., mismatches). Common examples are yes/no questions with ordinal or nominal response options, open-ended questions with closed-ended response options, and check-all-that apply questions with forced-choice response options. A slightly different type of mismatch utilizes a question stem that can be read as asking for two different …