Research Methods in Tourism, Hospitality and Events Management

Some worked examples in the choice of answer system

For each example, state everything you think is wrong with the choice of answer

system offered.

1. Which of these apply to you?

  Married  1

PASS CARD TO RESPONDENT SHOWING:  Single  2

MARRIED, SINGLE, WIDOWED, DIVORCED,  Widowed  3

SEPARATED  Divorced  4

      Separated  4

CODE REPLIES

Criticisms include the following: Does married mean married ‘now’? What

about unmarried couple/partners? All could apply but the question is

unclear in this respect –why distinguish between widowed, divorced and

separated? Code numbers suggest the categories are somehow ranked, with

the same code number for divorced and separated suggesting they are the

same. Clearly, the need for a question such as this will depend on the

survey topic.

2. Generally speaking, how much trust do you have in the claims made about

holiday products in television advertising?  SHOW CARD AND CODE

REPLIES

Criticisms include the following: There is no explanation of how to use the

answer system. It is unclear whether 1, 2 and 3 refer to ‘none at all’. What if the

respondent is unsure or undecided? It could be argued that the scale is too wide.

3. What is your opinion of the holiday brochure I left you to read?

READ OUT THE SIX CHOICES TO THE RESPONDENT; REVERSE

THE ORDER OF CHOICES FOR EVERY OTHER RESPONDENT

Extremely good  1

Very good  2

Fairly good  3

Not so good  4

Pretty poor  5

Awful  6

No opinion  7

Criticisms include the following: The respondent may not be able to hold

all seven options in mind whilst making a choice. The scale is biased. The

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interviewer may be tempted to use the scale as a running prompt (i.e.

reading out the scale slowly and stopping after the respondent indicates a

suitable choice). As it may not be possible to rely on an interviewer to

alternate (if this is deemed important – which in itself is questionable),

different questionnaires should be provided.

4. Last week, did you work………?

CALL OUT THE FOLLOWING, CODING AS YOU GO:

For an employer for wages, salary, payment in kind, etc.  1

In your own business with employees  2

In your own business with no employees  3

Without pay in a family business  4

Criticisms include the following: The choices offered may not fit all

categories. What does ‘etc.’ mean? The respondent may not have worked

last week but be in employment.