survey questionnaire designand attitude measurement（调查问卷设计和测量的态度）（44页）.docVIP

Questionnaire Design for Surveys and Laboratory Experiments: Social And Cognitive Perspectives Communication 239, Political Science 324R, Psychology 224 Jon A. Krosnick Departments of Communication, Political Science, and Psychology Stanford University 434 McClatchy Hall, 725-3031, Krosnick@ Spring, 2005 Building 50, Room 52H Tuesdays, 3:15 – 6:05 pm _______________________________________________________________________ This course will provide an introduction to general theories of the cognitive aspects of question-answering in surveys. The focus will be on the cognitive processes in which respondents engage when answering questions and on the social interactions among researchers, interviewers, and respondents. The course will provide an overview of issues that one should consider when designing a survey questionnaire or when interpreting the results of a survey. A great deal of research has been conducted during the last 50 years exploring the effects of different measurement strategies on the findings of survey research, and this work reveals a great deal about the cognitive processes in which survey respondents engage during interviews. We will review the major findings of this work and discuss their implications for understanding cognitive aspects of question-answering. The primary goal of the discussions will be to identify issues to be considered when writing survey questions to measure specified constructs. Taken together, this literature makes many useful recommendations regarding how to avoid sources of bias in measurement and how to maximize accuracy. Most of our discussions will focus on the measurement of subjective psychological phenomena, such as attitudes, beliefs, assessments of importance, and assessments of satisfaction. There will be some secondary discussion of the measurement of objective phenomena, primarily past behavior. Course requirements are: (1) reading all required reading assignments prior to class me