Social Research Methods: Qualitative and Quantitative Approaches

Matrix question A survey research inquiry that

groups together a set of questions that share the same

answer categories in a compact form.

marketing firms generally have low response rates,

whereas government organizations have much

higher rates. Nonresponse can be a major problem

because if a high proportion of the sampled respon-

dents do not respond, results may not be general-

izable, especially if those who do not respond differ

from those who do.

SURVEY RESEARCH

toward someone is warm or cool. A matrix ques-
tion(or grid question) is a compact way to present
a series of questions using the same response cate-
gories. It saves space and makes it easier for the
respondent or interviewer to note answers for the
same response categories.

Nonresponse.The failure to get a valid response
from every sampled respondent weakens a survey.
In addition to research surveys, people are asked to
respond to many surveys from charities, marketing
firms, candidate polls, and so forth. Charities and

EXPANSION BOX 8

Question Format Examples

EXAMPLE OF HORIZONTAL VERSUS VERTICAL RESPONSE CHOICES

Do you think it is too easy or too difficult to get a divorce, or is it about right?

Too Easy Too Difficult About Right

Do you think it is too easy or too difficult to get a divorce, or is it about right?
Too Easy
Too Difficult
About Right

EXAMPLE OF A MATRIX QUESTION FORMAT

Strongly

Agree Agree Disagree

Strongly

Disagree

Don’t

Know

The teacher talks too fast. 

I learned a lot in this class. 

The tests are very easy. 

The teacher tells many jokes. 

The teacher is organized. 

EXAMPLES OF SOME RESPONSE CATEGORY CHOICES

Excellent, Good, Fair, Poor

Approve/Disapprove

Favor/Oppose

Strongly Agree, Agree, Somewhat Agree, Somewhat Disagree, Disagree, Strongly Disagree

Too Much, Too Little, About Right

Better, Worse, About the Same

Regularly, Often, Seldom, Never

Always, Most of the Time, Some of the Time, Rarely, Never

More Likely, Less Likely, No Difference

Very Interested, Interested, Not Interested