Few days ago I came across a post: Respondents are people too by Rosie Greening (at SSI) and I strongly advice to read it.
A worryingly huge number of researcher (with complicity of a same number of research buyers) write questionnaire following 3 criteria:
- Using words the research buyer prefer
- Using concepts the research buyer prefer
- Piling each research buyer’s doubt in questions
Recently I read some questionnaire that made me howl.
Case 1 – Some times ago, someone asked me to word a question “How do you rate the chiostrina“. In Italian, chiostrina is a small (about few square metres) courtyard in some buildings (example, hotels) to bring air and light to rooms that haven’t windows on the frontage. It is a technical term, probably used by architects. No average respondent knows the term.