ABSTRACT
The importance of effective measurement is addressed, 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-barreled items, leading questions, etc.). Further, this unit also presents the many options researchers have at their disposal in creating effective measures, including using different levels of measurement (nominal, ordinal, interval, and ratio).
