| Abstract: | The paper introduces a methodology for measuring accuratelythe time it takes respondents to answer questions in computer-assistedtelephone surveys. The methodology, which is completely invisibleto respondents, comprises a computer "clock," capable of timingresponses with millisecond accuracy, and a "voice-key" thatconverts sounds emitted by respondents into signals capableof triggering the computer clock. Response times to questionson a range of attitude questions, including stable and unstableattitudes, were measured. The results revealed orderly normsin the latencies associated with various types of survey questions.The latencies associated with the expression of stable and unstableattitudes are discussed in the context of the notion of "nonattitudes"and shed new light on this controversial thesis. Overall, ourresults demonstrate that response latencies can be measuredprecisely and reliably in telephone surveys and that the datafrom such measurement open new windows on the cognitive dynamicsof survey responses. |
