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CARRYOVER EFFECTS IN ATTITUDE SURVEYS |
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| Authors: | TOURANGEAU, ROGER RASINSKI, KENNETH A. BRADBURN, NORMAN D'ANDRADE, ROY |
| Affiliation: | Currently Vice President of CODA Research, Inc. At the time the research described here was conducted, he was the Senior Methodologist at NORC Survey Director at the University of California at San Diego Director of NORC at the University of California at San Diego Professor of Anthropology at the University of California at San Diego |
| Abstract: | Answers to attitude questions in surveys can vary markedly dependingon the preceding items in the questionnaire. This study concernssuch context effects. More than 1,100 respondents were askedabout six target issues in a telephone survey. Before answeringthe target questions, most of the respondents had been askedabout one of two sets of related issues; the remainder receivedunrelated, "neutral" context items. For five of the six targetissues, the two groups receiving different sets of context itemsdiffered significantly in their answers to the target questions.However, only one of the substantive context groups differedsignificantly from the group that received the neutral contextitems. Additional results indicated that context effects werelarger when respondents reported that their beliefs about thetarget issue were both mixed and important. Coding of openendedresponses to follow-up questions suggested that the contextitems may have changed how respondents thought about the targetissues. |
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