Response-Order Effects and the Early Gallup Split-Ballots

A meta-analysis of split-ballots conducted by the Gallup Organizationin the 1930s, 1940s, and early 1950s shows that response-ordereffects were generally small in magnitude when averaged acrossa great variety of topics and questions—and as comparedwith many of those reported in the response-effects literaturetoday. When analyzed by various question characteristics, theresults provided some support for predictions derived from currentcognitive models of response-order effects, particularly thosefrom satisficing theory. As predicted, questions asked orallywere more likely to generate a statistically significant patternof recency effects if the response alternatives or the questionsas a whole were longer rather than shorter. Other predictedpatterns of primacy and recency effects failed to materialize,however, perhaps largely because of the inherent design limitationsand partial confounding of question attributes in any such secondaryanalysis of archival survey data, but perhaps, too, becauseof simple chance variations. The data from these early experimentsnonetheless provide a partial, albeit limited, test of rivalhypotheses and explanations of response-order effects in theliterature.