When developing a survey that will measure the values of a respondent, it can be challenging to craft your questionnaire. Values are the ideals and customs that are important to the respondent and reflect their sense of right and wrong, influencing their attitudes and opinions.
The respondents values may be abstract concepts, such as, personal freedom or specific behaviors that reflect important ideals. Value questions may be expressed as an opinion about what is important or rated on an importance scale.
When a statement of opinion strikes a nerve to one or more of the things a respondent values, they will tend to react emotionally and respond with ‘strongly agree’ or ‘strongly disagree.’
Understanding how respondents react and answer these emotionally charged questions can help you build your best Value Survey and Value Questionnaire.