Notes on Scale Construction

1
Notes on Scale Construction

• Chapter 2 Creating Items

2
Overview

• Make the questions simple
• Make the questions clear
• Avoid biased language
• Use a common structure

3
Make the Questions Simple

• Complicated scales confuse and annoy your
  respondents
• Instructions should be unnecessary (but have them
  anyway)
• Avoid double-barreled questions
• Avoid nonmonotonic questions
• Use appropriate language

4
Make the Questions Clear

• Unclear questions will mean different things to
  different people
• Responses will be hard to interpret
• Make your question specific
• Avoid jargon
• Avoid asking for opinions towards groups

5
Avoid Biased Language

• Respondents who think you expect certain
  responses will not answer your questions
  naturally
• Avoid emotional words/phrases
• Emphasized text is likely to create bias
• Reverse coding can reduce biases
• Examine the range of responses to detect biased
  questions

6
Use a Common Structure

• It is easier to answer items on a scale when you
  use the same response format for each question
• Use the same number of responses (5 or 7 is best)
• Use the same labels
• Make your items self-contained
• Have respondents answer every item