In this chapter we'll cover the following learning objectives:
1. Give examples of how question wording can change the results of a survey or poll.
2. Describe the different ways questions can be worded: open-ended, forced-choice, and using rating scales.
3. Explain how to increase the construct validity of questions by wording them carefully and by avoiding leading questions, double-barreled questions, and double negatives.
4. Explain how question order can change the meaning (and validity) of a question.
5. Explain ways to increase the construct validity of questions by preventing respondent shortcuts (such as yea-saying), biases (such as trying to look good), or simple inability to report.
6. Describe how observational techniques for measurement differ from survey techniques.
7. Explain ways to improve the construct validity of observations by reducing observer bias, observer effects, and target reactivity.
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