ABSTRACT
This unit covers issues related to effective measurement including approaches to observation, questionnaire design, and question-wording problems. Particular attention is paid to questionnaire development with detailed entries on question characteristics (exhaustive and mutually exclusive), development of Likert-type and semantic differential measures, the organization of the questionnaire (as well as considering order effects), effective approaches to creating questionnaire items, and potential problems (double-barrelled items, leading questions, etc.). Activities and research in depth entries provide further detail and practical application of the topics discussed in this unit.
