Public opinion theory and research are becoming increasingly significant in modern societies as people’s attitudes and behaviors become ever more volatile and opinion poll data becomes ever more readily available. This major new Handbook is the first to bring together into one volume the whole field of public opinion theory, research methodology, and the political and social embeddedness of polls in modern societies. It comprehensively maps out the state-of-the-art in contemporary scholarship on these topics.
Chapter 33: Designing Reliable and Valid Questionnaires
Designing Reliable and Valid Questionnaires
Obtaining accurate, reliable and valid assessments of public opinion is critical for any survey project, but it is not a simple task. Beyond the necessary substantive expertise needed, the assessment of public opinion requires considerable knowledge, skill, and experience in question wording and questionnaire structure. It requires attention to subtle relationships between questions, and to how those relationships might affect the meaning of the question for the respondent. It also requires an understanding of basic concepts associated with reliability and validity and with techniques employed to produce questions with these qualities and methods to measure the degree of reliability and validity present.
This chapter discusses considerations, concepts and methods related to designing reliable and valid public opinion ...