Research Methods in Tourism, Hospitality and Events Management

Sequence of questions

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The sequence of questions is important and is one of the advantages that interviews

have over self-completion questionnaires. In interviews, the interviewer has control

over the sequence of questions, whereas with self-completion there is very little

control over this aspect. The respondent can look ahead and see what is coming. For

both methods, there are some general guidelines:

Introduction: whether written or spoken, this must create interest and motivate

the respondent to cooperate. Confidentiality should again be assured. Some of

the introduction may come in the form of a covering letter.

First questions: these should be interesting, simple and related to the topic you

have outlined in your introduction. That way the respondent is assured that he is

neither going to be bored nor floored.

Sequence: as far as possible, the sequence of questions should follow a natural

order. To avoid sudden jumps from one topic to another, insert suitable bridging

passages.

‘Crux’ questions: these should come in the body of the interview, about or just

after midway, when rapport is strongest and before boredom or impatience sets

in.

Personal questions: the general convention is to put these at the end of the

questionnaire, perhaps with a reminder of confidentiality and an explanation

that they are for comparative purposes.

General to specific: it should not be possible for answers to be influenced by

previous questions. If a respondent is forced to take a stand on one issue, it is

much harder for him to modify his position later when other questions suggest

different possibilities or require different sorts of comparisons. Once a train of

thought has been narrowed to a particular aspect, it becomes difficult to put this

in proper perspective when broader issues are involved.

Illustration 5.4 Emotional Contagion Scale Questionnaire

Aim

An assessment of emotional contagion within gender groups and

preferred leadership style within service sector, business sector and

manual labour occupations.