Cette expérience dans le domaine des mesures d'audience radiophonique analyse les effets de la formulation des questions sur les réponses collectées. Cinq sources d'écarts y sont étudiées:
le degré de fractionnement d'une mesure, issue d'une approche soit analytique, soit directe;
le contenu informatif de la question, du fait de l'étalonnement des échelles ou d'un apport complémentaire d'information sous forme de statistique;
le mode d'évaluation demandé;
l'inversion du concept placé en tête d'une échelle comparative;
l'effet de l'ordre de classement d'une série de critères sur leur évaluation ultérieure.
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