Answering Questions: Methodology for Determining Cognitive by Norbert Schwarz, Seymour Sudman

By Norbert Schwarz, Seymour Sudman

This quantity, edited via gurus on survey learn, seems on the altering concepts used to figure out and degree cognitive and communicative tactics in survey reaction. A precis and overview of those methods of realizing respondents, this e-book provides advancements that are meant to be of use to researchers and scholars.

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Additional info for Answering Questions: Methodology for Determining Cognitive and Communicative Processes in Survey Research

Sample text

However, Bolton also showed that automatic coding detects retrieval and judgment difficulties that observational monitoring fails to detect because it has a richer set of codes and exploits nonverbal cues (which human coders have difficulty applying in real time interviews). " 4. Probes and follow-up questions may create unpredictable order effects (McFarland, 1981). In addition, Campanelli, Martin, and Creighton (1989, p. 372) make an important point: "It is somewhat ironic that we have documented the lack of standardization of meaning using standardized questions.

The unusual feature of the GSQ study is the presence of detailed questions about low involvement, low frequency experiences such as long distance calls and operator service. The results show that customers utter certain categories of verbal cues, specifically, low frequency and confidence categories, in pretest interviews to indicate that they are experiencing cognitive difficulties forming responses to questions about low involvement, low frequency telephone experiences. It seems likely that respondents are basing their error-prone responses on partial recollections and evaluation heuristics.

This is much less true in Segment 7, where the interviewer not only eliminates several answer categories but almost entirely appropriates the respondent's work of answering. Although the interviewer starts Question 25B-2 (line 121), she quickly abandons it. This may be partly in response to the respondent's speed; note that the respondent's answer overlaps the interviewer's speech at lines 117-1 18. But the interviewer still manages to suggest, in a very compact way, the three-part question-answerreceipt structure described earlier.

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