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Questionnaire Design, 3rd Edition by Ian Brace

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07

Behavioural questions

Introduction

Asking about behaviour, including product ownership and descriptive data, is generally a good way to start a questionnaire. Early behavioural questions should be straightforward for the respondent to answer and allow them to ease into the subject. If for any reason they are not straightforward and cause the respondent to work hard to provide the answer, this will increase the likelihood of an early termination of the interview, so efforts should be made to make them as simple as possible.

With any questionnaire there is a danger that the order in which the questions are asked will affect how people respond. By establishing behavioural patterns early in the questionnaire there is a possibility that answers ...

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