ERIC Number: EJ757358
Record Type: Journal
Publication Date: 2006-Feb
Reference Count: N/A
Watch Your Language!
Lifto, Don E.; Senden, J. Bradford
School Administrator, v63 n2 p42 Feb 2006
A funny thing happened in Cedar Rapids, Iowa, on the way to passing a $46 million school bond during the 2000-01 school year. Through the use of a scientific telephone survey, school district officials determined residents were more than happy to upgrade their school libraries, but were significantly more tight-fisted when it came to improving school media centers. The split-sample question technique used in the Cedar Rapids survey found an impressive 18 percent increase in support, well outside the margin of error, by simply substituting the term "libraries" for "media centers" in the query. In this article, the authors discuss the use of the split-sample question technique in testing the impact of language. They also discuss the 3 C's--clear concise and compelling language.
Descriptors: Telephone Surveys, Learning Resources Centers, School Libraries, Semantics, Questioning Techniques, Language Usage, Educational Finance
American Association of School Administrators. 801 North Quincy Street Suite 700, Arlington, VA 22203-1730. Tel: 703-528-0700; Fax: 703-841-1543; e-mail: email@example.com; Web site: http://www.aasa.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Iowa