Encoding
Encoding information is the cognitive process through which experiences are translated into memory. However, for the social sciences, encoding often means the process of translating thoughts, ideas, or questions into words. Different phrases and words, definitional and connotative frameworks may conflict given different audiences and contexts. In survey research, the encoding of widely understood and definitive meaning into a question is essential to valid measurement. Researchers must be cognizant of how different groups will interpret (or decode) their questions. A strong survey instrument ensures that the researcher and the respondent share the same understanding of both the questions asked and the answers given. Compounding problems emerge when a respondent is conditioned by the survey questionnaire or must choose between response options with similar meanings.
One example ...
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Reader's Guide
Ethical Issues In Survey Research
Measurement - Interviewer
Measurement - Mode
Measurement - Questionnaire
Measurement - Respondent
Measurement - Miscellaneous
Nonresponse - Item-Level
Nonresponse - Outcome Codes And Rates
Nonresponse - Unit-Level
Operations - General
Operations - In-Person Surveys
Operations - Interviewer-Administered Surveys
Operations - Mall Surveys
Operations - Telephone Surveys
Political And Election Polling
Public Opinion
Sampling, Coverage, And Weighting
Survey Industry
Survey Statistics
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