GGR271H1 Chapter 5: Chapter 5 Asking Questions.docx

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29 Feb 2012
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Pros y respondents can answer in their own terms y allow greater novelty of responses y respondents are not being prompted by answers to choose from. Cons y recording and data coding becomes much more complicated y. If on a questionnaire, respondent may not wish to write a lengthy answer. In order to process responses, coding is using to enumerate responses and process the data as numbers. It involves giving different responses or qualities/meanings of responses (in open questions) a numerical code and processing it as such. Pre-coding is an efficient way of preparing a framework for coding before interviews have been conducted. Pros y answers are easy to process y presence of answers as options may provide clarification to respondents y easier and quicker to complete. Cons y loss of spontaneity and authenticity y more care must be taken in preparing material y. It is difficult to make exhaustive lists of forced-choice answers (difficult to foresee all possible answers)

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