Effects of Presenting One Versus Two Sides of an Issue in Survey Questions

Data from a split-ballot experiment show that offering respondentsan alternative position on an issue not only affects the marginals,it also influences whether respondents will give an opinionat all. Furthermore, the study demonstrates that these formeffects can occur despite the use of filter questions whichtheoretically screen out those who tend to be most susceptibleto such effects: the less educated or uninformed. The analysisdoes provide evidence, however, that less educated respondentsare indeed more affected by differences in question format andthat they are much more likely to "acquiesce" to one-sided agree/disagreeforms. In discussing the results the authors develop an information-processingmodel of question form effects and a methodological strategyto generate further research on a much-needed theory of thesurvey instrument.