INTENSIFIERS IN BEHAVIORAL FREQUENCY QUESTIONS

Intensifiers, words such as "very" and "extremely", are usedto magnify the meaning of the phrases to which they are applied.In a series of studies we investigate how intensifiers in questionstems affect response patterns in social surveys. Our researchindicates that even apparently important differences in questionwording may in some situations have little or no impact; addingan intensifier to a root did not create a response shift forseveral intensifier/root combinations in large-scale surveys.Using both field and laboratory techniques we explore the situationsin which shifts do occur and go some lengths toward describingwhy this happens. Response shifts were observed for two situations.First, when "extreme" was applied to "physical pain" there wasa substantial and significant response shift. Second, when respondentswere asked a question without an intensifier and then had thequestion repeated immediately afterward with an intensifier,a response shift was produced. In addition to the practicalsignificance for survey methodologists, these results are importantto cognitive psychologists interested in word meaning.     

SURVEY QUESTIONS ABOUT THE FREQUENCY OF VAGUELY DEFINED EVENTS: THE EFFECTS OF RESPONSE ALTERNATIVES

Experimental research has shown that the choice of responsealternatives can influence responses to questions about thefrequency of vaguely defined target events (e.g., feeling annoyed);the set of response alternatives is treated as information thatcontributes to the interpretation of the question. In a seriesof split ballot experiments we investigate whether such effectsoccur in a large-scale survey context for sets of response alternativesthat might be used interchangeably by survey researchers. Thepredicted response shifts were found in our field experiments.Those presented with response alternatives discriminating atlow frequencies reported fewer of the target episodes than thosepresented with higher-frequency response alternatives. However,the size of the observed shifts varied from zero to 13 percentand depended on a number of characteristics of the survey, forexample, the presence of "priming" questions and the orientationof the response scales. Response alternatives are not neutraland therefore must be carefully considered when constructinga survey question.