Bad by design
Think questionaire design is easy? Then think again, say Michael Ryan.
Michael Ryan
Anybody can design a questionnaire: you just ask the questions to which you want answers. Respondents cannot fail to understand your questions in the correct manner; they will have an encyclopaedic memory of every event in their lives for at least the last five years, and they will give you truthful and accurate answers. They will also possess clear attitudes upon all subjects, even those of little importance to them.
This, at least, appears to be the assumption of many people including most...