The effects of question order were tested by using alternate forms of an interview schedule in which significant sections were systematically rotated. The major conclusion drawn from the data was that responses to questions such as those tested—questions of self-report and self-evaluation—are relatively unaffected by order of presentation.
Get full access to this article
View all access options for this article.
References
1.
American Marketing Association, The Technique of Marketing Research, New York: McGraw-Hill Book Co., 1937.
2.
BlankenshipA. B., Consumer and Opinion Research, New York: Harper and Brothers, 1943.
3.
BradburnN. M., and CaplovitzDavid, Reports on Happiness, Chicago: Aldine Press (in press).
4.
Hadley Cantril and Research Associates, Gauging Public Opinion, Princeton, N. J.: Princeton University Press, 1944.
5.
GoodmanLeo, and KruskalW. H., “Measures of Association for Cross-Classifications,”Journal of the American Statistical Association, 49(December 1954).
6.
HayesD. P., “Item Order and Guttman Scales,”American Journal of Sociology, 70(July 1964).
7.
HymanH. H., and SheatsleyP. B., “The Current Status of American Public Opinion,” in PayneJohn C., editor, The Teaching of Contemporary Affairs: Twenty-first Yearbook of the National Council for the Social Studies, Washington: National Council for the Social Studies, 1950.
8.
MetznerHelen, and MannFloyd, “Effects of Grouping Related Questions in Questionnaires,”Public Opinion Quarterly, 17(Spring 1953).
9.
National Opinion Research Center, “Placement of Questions on the Ballot,” unpublished memorandum, Denver: University of Denver, May 1946.
10.
National Opinion Research Center, “Nation-wide Attitudes on Occupations: Preliminary Report, the Social Status of Ninety Occupations,”Denver: University of Denver, March 1947, mimeographed.
11.
SayreJeanette, “A Comparison of Three Indices of Attitude Toward Radio Advertising,”Journal of Applied Psychology, 23(1939).
12.
TrussellR. E., and ElinsonJack, Chronic Illness in a Rural Area: The Hunterdon Study, Cambridge: Harvard University Press, 1959.
