Answer to Question 1
The objective of experimentation is twofold: to measure the effects of the independent variables on a dependent variable and to simultaneously control for other variables that might confuse one's ability to make valid causal inferences.
Answer to Question 2
One factor to consider is order bias, which can result from a particular answer's position in a set of answers or from the sequencing of questions. Asking specific questions before asking about broader issues is a common cause of order bias. As a result, it is advisable to ask general questions before specific questions to obtain the freest of open-ended responses. This procedure, known as the funnel technique, allows the researcher to understand the respondent's frame of reference before asking more specific questions about the level of the respondent's information and the intensity of his or her opinions. With attitude scales, there also may be an anchoring effect, which means the first concept measured tends to become a comparison point from which subsequent evaluations are made. Randomization helps minimize this effect. Filter questions minimize the chance of asking questions that are inapplicable. A pivot question is a filter question used to determine which version of a second question will be asked.
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