Consider the various question formats: open-ended, forced-choice, Likert-type, and semantic differential. For each of the following research questions, write a question in each format, keeping in mind some of the pitfalls we just talked about.
1. A study that measures attitudes about gays and lesbians working in the military.
Open-ended question: What are your thoughts and feelings about gays and lesbians working in the military?
Forced-choice question: Do you support or oppose gays and lesbians working in the military?
a) Strongly support
b) Somewhat support
c) Neutral
d) Somewhat oppose
e) Strongly oppose
Likert-type question: Please indicate your level of agreement or disagreement with the statement: "I believe gays and lesbians should be allowed to work in the military."
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Semantic differential question: Please rate your perception of gays and lesbians working in the military on the following scales:
a) Positive - Negative
b) Acceptable - Unacceptable
c) Beneficial - Detrimental
d) Supportive - Opposed
e) Important - Irrelevant
2. A customer service survey that asks people about their satisfaction with their most recent online shopping experience.
Open-ended question: Please describe your most recent online shopping experience and your level of satisfaction with the customer service received.
Forced-choice question: On a scale of 1 to 5, how satisfied were you with the customer service you received during your most recent online shopping experience?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
Likert-type question: Please indicate your level of agreement or disagreement with the statement: "The customer service I received during my most recent online shopping experience was satisfactory."
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Semantic differential question: Please rate your perception of the customer service you received during your most recent online shopping experience on the following scales:
a) Excellent - Poor
b) Responsive - Unresponsive
c) Helpful - Unhelpful
d) Efficient - Inefficient
e) Satisfying - Dissatisfying
3. A poll that asks people which political party they have supported in the past.
Open-ended question: Which political party have you supported in the past, if any? Please explain your reasons for supporting that party.
Forced-choice question: Which political party have you supported in the past?
a) Democratic Party
b) Republican Party
c) Independent Party
d) Other (please specify)
Likert-type question: Please indicate your level of agreement or disagreement with the statement: "I have supported the Democratic Party in the past."
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Semantic differential question: Please rate your perception of the political party you have supported in the past on the following scales:
a) Positive - Negative
b) Trustworthy - Untrustworthy
c) Effective - Ineffective
d) Progressive - Conservative
e) Inclusive - Exclusive