Professional Documents
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References For Instrument Development
References For Instrument Development
Jon A. Krosnick
Departments of Communication, Political Science, and Psychology
Stanford University
Spring, 2005
Building 50, Room 52H
Tuesdays, 3:15 – 6:05 pm
_______________________________________________________________________
This course will provide an introduction to general theories of the cognitive aspects of
question-answering in surveys. The focus will be on the cognitive processes in which
respondents engage when answering questions and on the social interactions among researchers,
interviewers, and respondents. The course will provide an overview of issues that one should
consider when designing a survey questionnaire or when interpreting the results of a survey.
A great deal of research has been conducted during the last 50 years exploring the effects
of different measurement strategies on the findings of survey research, and this work reveals a
great deal about the cognitive processes in which survey respondents engage during interviews.
We will review the major findings of this work and discuss their implications for understanding
cognitive aspects of question-answering. The primary goal of the discussions will be to identify
issues to be considered when writing survey questions to measure specified constructs. Taken
together, this literature makes many useful recommendations regarding how to avoid sources of
bias in measurement and how to maximize accuracy.
Course requirements are: (1) reading all required reading assignments prior to class
meetings when they will be discussed, (2) participating energetically and creatively in class
discussion, and (3) a final sit-down exam asking you to critique a questionnaire that I will give
you.
Topics to be Covered
1. General Introduction
Readings to be Reviewed
Note: Readings marked with "*" are required. Readings marked with "+" are optional but
recommended. All other readings are fully optional.
Bradburn, N. M., & Sudman, S. Improving interview method and questionnaire design.
San Francisco: Jossey-Bass.
Cantril, H. (1944). Gauging public opinion. Princeton, N.J.: Princeton University Press.
+Converse, J. M., & Presser, S. (1986). Survey questions: Handcrafting the standardized
questionnaire. Beverly Hills, CA: Sage.
Kahn, R. L., & Cannell, C. F. (1957). The dynamics of interviewing (Chapters 5 and 6,
"The formulation of questions" and "The design of questionnaires"). New York:
Wiley.
Payne, S. L. (1951). The art of asking questions. Princeton, N.J.: Princeton University
Press.
Smith, T. W. (1987). The art of asking questions, 1936-1985. Public Opinion Quarterly,
51, S95-S108.
Sudman, S., & Bradburn, N. M. (1974). Response effects in surveys. Chicago: Aldine.
Sudman, S., & Bradburn, N. M. (1983). Asking questions. San Francisco: Jossey-Bass.
+Turner, C. F., & Martin, E. (1984). Surveying subjective phenomena (vol. 1 and 2).
New York: Russell Sage Foundation.
2
Warwick, D. P., & Lininger, C. A. (1975). The sample survey: Theory and practice.
(Chapter 6, "Questionnaire design."). New York: McGraw-Hill.
Kalton, G., & Schuman, H. (1982). The effect of the question on survey responses: A
review. The Journal of the Royal Statistical Society, 145, 42-73.
*Krosnick, J. A. (1991). Response strategies for coping with the cognitive demands of
attitude measures in surveys. Applied Cognitive Psychology, 5, 213-236.
Schuman, H. (1982). Artifacts are in the mind of the beholder. The American
Sociologist, 17, 21-28.
Schuman, H. (1986). Ordinary questions, survey questions, and policy questions. Public
Opinion Quarterly, 50, 432-442.
Schuman, H., & Kalton, G. (1985). Survey methods. In G. Lindzey and E. Aronson
(Eds.), Handbook of social psychology (vol. 1). New York: Random House.
Belson, W. A., & Duncan, J. A. (1962). A comparison of the checklist and the open
response questioning systems. Applied Statistics, 11, 120-132.
Ehrlich, H. J., & Rinehart, J. W. (1965). A brief report on the methodology of stereotype
research. Social Forces, 43, 564-575.
3
Elig, T. W., & Frieze, I. H. (1979). Measuring causal attributions for success and
failure. Journal of Personality and Social Psychology, 37, 621-634.
Hurd, A. W. (1932). Comparisons of short answer and multiple choice tests covering
identical subject content. Journal of Educational Psychology, 26, 28-30.
Jenkins, J. G. (1935). Psychology in Business and Industry. New York: Wiley, p. 348-
351.
Lindzey, G. E., & Guest, L. (1951). To repeat - check lists can be dangerous. Public
Opinion Quarterly, 15, 355-358.
Magill, W. H. (1934). The influence of the form of the item on the validity of
achievement tests. Journal of Educational Psychology, 25, 21-28.
Malmud, R. S. (1925). The controlled vs. the free completion. American Journal of
Psychology, 36, 401-411.
Mason, R., Boersma, L., & Faulkenberry, G. D. (1988). The use of open and closed
questions to identify holders of crystallized attitudes: The case of adoption of
erosion-control practices among farmers. Rural Sociology, 53, 96-109.
Metzner, H., & Mann, F. (1952). A limited comparison of two methods of data
collection: The fixed alternative questionnaire and the open-ended interview.
American Sociological Review, 17, 486-491.
Remmers, H. H., Marschat, L. E., Brown, A., & Chapman, I. (1923). An experimental
study of the relative difficulty of true-false, multiple-choice, and incomplete-
sentence types of examination questions. Journal of Educational Psychology, 14,
367-372.
Roslow, S., & Blankenship, A. B. (1939). Phrasing the question in consumer research:
Experimental studies on the form of question. Journal of Applied Psychology, 23,
612-622.
4
Roslow, S., Wulfeck, W. H., & Corby, P. G. (1940). Consumer and opinion research:
Experimental studies on the form of the question. Journal of Applied Psychology,
24, 334-346.
Rugg, D., & Cantril, H. (1944). The wording of questions. In H. Cantril (Ed.), Gauging
public opinion. Princeton: Princeton University Press, p. 37-38, 49.
Schuman, H., Ludwig, J., & Krosnick, J.A. (1986). The perceived threat of nuclear war,
salience, and open questions. Public Opinion Quarterly, 50, 519-536.
*Schuman, H., & Presser, S. (1981). Questions and answers in attitude surveys. New
York: Academic Press. Chapter 3, "Open versus closed questions."
Schuman, H., & Scott, J. (1987). Problems in the use of survey questions to measure
public opinion. Science, 236, 957-959.
Elig, T. W., & Frieze, I. H. (1979). Measuring causal attributions for success and
failure. Journal of Personality and Social Psychology, 37, 621-634.
McIntyre, S. H., & Ryans, A. B. (1977). Time and accuracy measures for alternative
multidimensional scaling data collection methods: Some additional results.
Journal of Marketing Research, 14, 607-610.
Moore, M. (1975). Rating versus ranking in the Rokeach value survey: An Israeli
comparison. European Journal of Social Psychology, 5, 405-408.
5
Munson, J. M., & McIntyre, S. H. (1979). Developing practical procedures for the
measurement of personal values in cross-cultural marketing. Journal of
Marketing Research, 16, 48-52.
Rankin, W. L., & Grube, J. W. (1980). A comparison of ranking and rating procedures
for value system measurement. European Journal of Social Psychology, 10, 233-
246.
Schulz, U., & May, T. (1989). The recording of social orientations with ranking and pair
comparison procedures. European Journal of Social Psychology, 19, 41-59.
Bendig, A. W. (1954). Transmitted information and the length of rating scales. Journal
of Experimental Psychology, 47, 303-308.
Bendig, A. W., & Hughes, J. B. (1953). Effect of amount of verbal anchoring and
number of rating-scale categories upon transmitted information. Journal of
Experimental Psychology, 46, 87-90.
Champney, H., & Marshall, H. (1939). Optimal refinement of the rating scale. Journal
of Applied Psychology, 23, 323-331.
6
Cox, E. P. (1980). The optimal number of response alternatives for a scale: A review.
Journal of Marketing Research, 17, 407-422.
Eagly, A. H., & Steffen, V. J. (1988). A note on assessing stereotypes. Personality and
Social Psychology Bulletin, 14, 676-680.
Green, P. E., & Rao, V. R. (1970). Rating scales and information recovery - how many
scales and response categories to use? Journal of Marketing, 34, 33-39.
Kalton, G., Roberts, J., & Holt, D. (1980). The effects of offering a middle response
option with opinion questions. Statistician, 29, 65-78.
Komorita, S. S., & Graham, W. K. (1965). Number of scale points and the reliability of
scales. Educational and Psychological Measurement, 25, 897-995.
Lehmann, D. R., & Hulbert, J. (1972). Are three-point scales always good enough?
Journal of Marketing Research, 9, 444-446.
Lipset, S. M., & Schneider, W. (1983). The confidence gap. New York: The Free Press,
p. 89-96.
Lissitz, R. W., & Green, S. B. (1975). Effect of the number of scale points on reliability:
A monte carlo approach. Journal of Applied Psychology, 60, 10-13
Lodge, M., & Tursky, B. (1979). Comparisons between category and magnitude scaling
of political opinion employing SRC/CPS items. American Political Science
Review, 73, 50-66.
Lodge, M., & Tursky, B. (1981) The social-psychophysical scaling of political opinion.
In B. Wegener (Ed.), Social attitudes and psychophysical measurement.
Hillsdale, N.J.: Erlbaum.
7
Lodge, M., Cross, D., Tursky, B., & Tannenhaus, J. (1975). The psychophysical scaling
and validation of a political support scale. American Journal of Political Science,
19, 611-649.
Lodge, M., Cross, D., Tursky, B., Foley, M. A., & Foley, H. (1976). The calibration and
cross-model validation of ratio scales of political opinion in survey research.
Social Science Research, 5, 325-347.
Lodge, M., Cross, D., Tursky, B., Tannenhaus, J., & Reeder, R. (1976). The
psychophysical scaling of political support in the 'real world'. Political
Methodology, 2, 159-182.
Matell, M. S., & Jacoby, J. (1971). Is there an optimal number of alternatives for Likert
scale items? Study I: Reliability and validity. Educational and Psychological
Measurement, 31, 657-674.
Matell, M. S., & Jacoby, J. (1972). Is there an optimal number of alternatives for Likert-
scale items? Effects of testing time and scale properties. Journal of Applied
Psychology, 56, 506-509.
Rosenstone, S. J., Hansen, J. M., & Kinder, D. R. (1986). Measuring change in personal
economic well-being. Public Opinion Quarterly, 50, 176-192.
*Schuman, H., & Presser, S. (1981). Questions and answers in attitude surveys. New
York: Academic Press. Chapters 6, "Measuring a middle position."
Smith, T. W., & Peterson, B. L. (1985). The impact of number of response categories on
inter-item associations: Experimental and simulated results. Paper presented at
the American Sociological Association annual meetings, Washington, D.C.
Stember, H., & Hyman, H. (1949-1950). How interviewer effects operate through
question form. International Journal of Opinion and Attitude Research, 3, 493-
512.
Symonds, P. M. (1924). On the loss of reliability in rating due to coarseness of the scale.
Journal of Experimental Psychology, 456-461.
8
Warr, P., Barter, J., & Brownridge, G. (1983). On the independence of positive and
negative affect. Journal of Personality and Social Psychology, 44, 644-651.
*Wedell, D. H., & Parducci, A. (1988). The category effect in social judgment:
Experimental ratings of happiness. Journal of personality and Social Psychology,
55, 341-356.
Bendig, A. W., & Hughes, J. B. (1953). Effect of amount of verbal anchoring and
number of rating-scale categories upon transmitted information. Journal of
Experimental Psychology, 46, 87-90.
*Bradburn, N. M., & Miles, C. (1979). Vague qualifiers. Public Opinion Quarterly, 43,
92-101.
Chase, C. I. (1969). Often is where you find it. American Psychologist, 24, 1043.
9
Eagly, A. H., & Steffen, V. J. (1988). A note on assessing stereotypes. Personality and
Social Psychology Bulletin, 14, 676-680.
Lichtenstein, S., & Newman, J. R. (1967). Empirical scaling of common verbal phrases
associated with numerical probabilities. Bulletin of the Psychonomic Society, 9,
563-564.
Miller, P. V. (1984). Alternative question forms for attitude scale questions in telephone
surveys. Public Opinion Quarterly, 48, 766-778.
Moore, P. G. (1977). The manager's struggles with uncertainty. Journal of the Royal
Statistical Association, 140, 129-165.
Ostrom, T. M., & Upshaw, H. S. (1968). Psychological perspective and attitude change.
In A. G. Greenwald, T. C. Brock, and T. M. Ostrom (Eds.), Psychological
Foundations of Attitudes. New York: Academic Press.
Pepper, S., & Prytulak, L. S. (1974). Sometimes frequently means seldom: Context
effects in the interpretation of quantitative expressions. Journal of Research in
Personality, 8, 95-101.
10
Pope, K. S., Tabachnick, B. G., & Keith-Spiegel, P. (1989). Reply to Koltko. American
Psychologist, 44, 846-847.
Roslow, S., Wulfeck, W. H., & Corby, P. G. (1940). Consumer and opinion research:
Experimental studies on the form of the question. Journal of Applied Psychology,
24, 334-346.
Schwarz, N., & Scheuring, B. (1988). Judgments of relationship satisfaction: Inter- and
intraindividual comparisons as a function of questionnaire structure. European
Journal of Social Psychology, 18, 485-496.
Stone, D. R., & Johnson, R. T. (1959). A study of words indicating frequency. Journal
of Educational Psychology, 50, 224-227.
*Wallsten, T. S., Budescu, D. V., Rapoport, A., Zwick, R., & Forsyth, B. (1986).
Measuring the vague meanings of probability terms. Journal of Experimental
Psychology: General, 115, 348-365.
Warr, P., Barter, J., & Brownridge, G. (1983). On the independence of positive and
negative affect. Journal of Personality and Social Psychology, 44, 644-651.
Wedell, D. H., & Parducci, A. (1988). The category effect in social judgment:
Experimental ratings of happiness. Journal of personality and Social Psychology,
55, 341-356.
study. Unpublished manuscript, Center for Political Studies, Institute for Social
Research, University of Michigan.
Bentler, P. M., Jackson, D. N., & Messick, S. (1971). Identification of content and style:
A two-dimensional interpretation of acquiescence. Psychological Bulletin, 76,
186-204.
Bentler, P. M., Jackson, D. N., & Messick, S. (1972). A rose by any other name.
Psychological Bulletin, 77, 109-113.
Bishop, G. F., Oldendick, R. W., & Tuchfarber, A. J. (1982). Effects of presenting one
versus two sides of an issue in survey questions. Public Opinion Quarterly, 46,
69-85.
Bishop, G. F., Oldendick, R. W., & Tuchfarber, A. J. (1982). Effects of presenting one
versus two sides of an issue in survey questions. Public Opinion Quarterly, 46,
69-85.
Blankenship, A. B. (1940). The influence of the question form upon the response in a
public opinion poll. Psychological Record, 3, 345-422.
Campbell, A., Converse, P. E., & Rogers, W. (1976). The quality of American life:
Perceptions, evaluations, and satisfaction. New York: Russell Sage Foundation.
Chapter 4.
12
Campbell, A., Converse, P. E., Miller, W. E., & Stokes, D. E. (1960). The American
Voter. New York: Wiley. Chapter 18.
Couch, A., & Keniston, K. (1960). Yeasayers and naysayers: Agreeing response set as a
personality variable. Journal of Abnormal and Social Psychology, 60, 151-174.
Couch, A., & Keniston, K. (1961). Agreeing response set and social desirability.
Journal of Abnormal and Social Psychology, 62, 175-179.
Cronbach, L. J. (1946). Response sets and test validity. Educational and Psychological
Measurement, 6, 475-494.
Cronbach, L. J. (1950). Further evidence on response sets and test design. Educational
and Psychological Measurement, 10, 3-31.
Goldsmith, R. E., Stith, M. T., & White, J. D. (1987). The Rokeach value survey and
social desirability. Journal of Social Psychology, 127, 553-554.
Goldsmith, R. E., White, J. D., & Stith, M. T. (1987). Yeasaying and the Rokeach value
survey: Interactions with age and race. Journal of Social Behavior and
Personality, 2, 251-258.
Hedges, B. M. (1979). Question wording effects: Presenting one or both sides of the
case. Statistician, 28, 83-99.
13
Hui, C. H., & Triandis, H. C. (1985). The instability of response sets. Public Opinion
Quarterly, 49, 253-260.
Jackson, D. N., & Messick, S. J. (1958). Content and style in personality assessment.
Psychological Bulletin, 55, 243-252.
Lenski, G. E., & Leggett, J. C. (1960). Caste, class, and deference in the research
interview. American Journal of Sociology, 65, 463-467.
Lewis, N. A., & Taylor, J. A. (1955). Anxiety and extreme response preferences.
Educational and Psychological Measurement, 15, 111-116.
Martin, J. (1964). Acquiescence: Measurement and theory. British Journal of Social and
Clinical Psychology, 3, 216-225.
Peabody, D. (1964). Models for estimating content and set components in attitude and
personality scales. Educational and Psychological Measurement, 24, 255-269.
Ray, J. J. (1979). Is the acquiescent response style not so mythical after all? Some
results from a successful balanced F scale. Journal of Personality Assessment, 43,
638-643.
Ray, J. J. (1983). Reviving the problem of acquiescent response bias. Journal of Social
Psychology, 121, 81-96.
Ray, J. J., & Pratt, G. J. (1979). Is the influence of acquiescence on "Catchphrase" type
attitudes scale items not so mythical after all? Australian Journal of Psychology,
31, 73-78.
*Rorer, L. G. (1965). The great response-style myth. Psychological Bulletin, 63, 129-
156.
Roslow, S., Wulfeck, W. H., & Corby, P. G. (1940). Consumer and opinion research:
Experimental studies on the form of the question. Journal of Applied Psychology,
24, 334-346.
Schuman, H., & Duncan, O. D. (1974). Questions about attitude survey questions. In H.
Costner (Ed.), Sociological Methodology 1973-1974. San Francisco: Jossey-
Bass.
Schuman, H., & Presser, S. (1981). Questions and answers in attitude surveys. New
York: Academic Press. Chapter 7, "Balance and imbalance in questions."
*Schuman, H., & Presser, S. (1981). Questions and answers in attitude surveys. New
York: Academic Press. Chapter 8, "The acquiescence quagmire."
Schuman, H., & Scott, J. (1989). Response effects over time: Two experiments.
Sociological Methods and Research, 17, 398-408.
15
Small, D. O., & Campbell, D. T. (1960). The effect of acquiescence response set upon
the relationship of the F-scale and conformity. Sociometry, 23, 69-71.
Stagner, R. (1941). A comparison of the Gallup and Fortune polls regarding American
intervention policy. Sociometry, 4, 239-258. (p. 247)
Wright, J. D. (1975). Does acquiescence bias the 'index of political efficacy?' Public
Opinion Quarterly, 39, 219-226.
Becker, S. L. (1954). Why an order effect. Public Opinion Quarterly, 18, 271-278.
Belson, W. A. (1966). The effects of reversing the presentation order of verbal rating
scales. Journal of Advertising Research, 6, 30-37.
Brook, D., & Upton, G. J. G. (1974). Biases in local government elections due to
position on the ballot paper. Applied Statistics, 23, 414-419.
Campbell, D. T., & Mohr, P. J. (1950). The effect of ordinal position upon responses to
items in a check list. Journal of Applied Psychology, 34, 62-67.
Cochrane, R., & Rokeach, M. (1970). Rokeach's value survey: A methodological note.
Journal of Experimental Research in Personality, 4, 159-161.
Coney, K. A. (1977). Order-bias: The special case of letter preference. Public Opinion
Quarterly, 41, 385-388.
Greenhalgh, C. (1979). On letter preference order bias. Public Opinion Quarterly, 43,
407-408.
Mathews, C. O. (1929). The effect of the order of printed response words on an interest
questionnaire. Journal of Educational Psychology, 20, 128-134.
Mingay, D. J., & Greenwell, M. T. (1989) Memory bias and response-order effects.
Journal of Official Statistics, 5, 253-263.
Morgan, R. (1948). A note on question wording. Public Opinion Quarterly, 12, 38.
Mueller, J. E. (1970). Choosing among 133 candidates. Public Opinion Quarterly, 34,
395-402.
Payne, J. D. (1971). The effects of reversing the order of verbal rating scales in a postal
survey. Journal of the Marketing Research Society, 14, 30-44.
Payne, S. L. (1949). Case study in question complexity. Public Opinion Quarterly, 13,
653-658.
Payne, S. L. (1951). The art of asking questions. Princeton: Princeton University Press.
Powers, E. A., Morrow, P., Goudy, W. J., & Keith, P. M. (1977). Serial order preference
in survey research. Public Opinion Quarterly, 41, 80-85.
Quinn, S. B., & Belson, W. A. (1969). The effects of reversing the order of presentation
of verbal rating scales in survey interviews. London: Survey Research Centre.
Rugg, D., & Cantril, H. (1944). The wording of questions. In H. Cantril (Ed.), Gauging
public opinion. Princeton: Princeton University Press.
17
*Schuman, H., & Presser, S. (1981). Questions and answers in attitude surveys. New
York: Academic Press. Chapters 2, "Question order and response order," p. 56-74
only.
Upton, G. J. G., & Brook, D. (1974). The importance of positional voting bias in British
elections. Political Studies, 22, 178-190.
Upton, G. J. G., & Brook, D. (1975). The determination of the optimum position on a
ballot paper. Applied Statistics, 24, 279-287.
Bishop, G. F., Oldendick, R. W., & Tuchfarber, A. J. (1982). Effects of presenting one
versus two sides of an issue in survey questions. Public Opinion Quarterly, 46,
69-85.
Bishop, G. F., Oldendick, R. W., & Tuchfarber, A. J. (1983). Effects of filter questions
in public opinion surveys. Public Opinion Quarterly, 47, 528-546.
Bishop, G. F., Oldendick, R. W., Tuchfarber, A. J., & Bennett, S. E. (1980). Pseudo-
Opinions on public affairs. Public Opinion Quarterly, 44, 198-209.
Bishop, G. F., Tuchfarber, A. J., & Oldendick, R. W., & Bennett, S. E. (1979). Effects
of opinion filtering and opinion floating: Evidence from a secondary analysis.
Political Methodology, 6, 293-309.
Blankenship, A. B. (1940). The influence of the question form upon the response in a
public opinion poll. Psychological Record, 3, 345-422.
Budd, R. J. (1987). Response bias and the theory of reasoned action. Social Cognition,
5, 95-107.
Ehrlich, H. J. (1964). Instrument error and the study of prejudice. Social Forces, 43,
197-206.
Kolson, K. L., & Green, J. J. (1970). Response set bias and political socialization
research. Social Science Quarterly, 51, 527-538.
Mason, R., Boersma, L., & Faulkenberry, G. D. (1988). The use of open and closed
questions to identify holders of crystallized attitudes: The case of adoption of
erosion-control practices among farmers. Rural Sociology, 53, 96-109.
*Schuman, H., & Presser, S. (1981). Questions and answers in attitude surveys. New
York: Academic Press. Chapters 4 and 5, "The assessment of no opinion," and
"The fine line between attitudes and non-attitudes."
Schuman, H., & Scott, J. (1989). Response effects over time: Two experiments.
Sociological Methods and Research, 17, 398-408.
9. Question Wording
Aldrich, J. H., Niemi, R. G., Rabinowitz, G., & Rohde, D. W. (1982). The measurement
of public opinion about public policy: A report on some new issue question
formats. American Journal of Political Science, 26, 391-414.
Blankenship, A. B. (1940). The influence of the question form upon the response in a
public opinion poll. Psychological Record, 3, 345-422.
Blankenship, A. B. (1940). Does the question form influence public opinion poll
results? Journal of Applied Psychology, 24, 27-30.
19
Fee, J. F. (1981). Symbols in survey questions: Solving the problems of multiple word
meanings. Political Methodology, 7, 71-95.
*Hippler, H. J., & Schwarz, N. (1986). Not forbidding isn't allowing: The cognitive
basis of the forbid-allow asymmetry. Public Opinion Quarterly, 50, 87-96.
Kenney, P. J., & Rice, T. W. (1988). The evaporating independents: Removing the
'independent' option from the NES party identification question. Public Opinion
Quarterly, 52, 231-239.
Kolson, K. L., & Green, J. J. (1970). Response set bias and political socialization
research. Social Science Quarterly, 51, 527-538.
+Krosnick, J. A. (1989). Question wording and reports of survey results: The case of
Louis Harris and Aetna Life and Casualty. Public Opinion Quarterly, 53, 107-
113.
Link, H. C., & Freiberg, A. D. (1942). The problem of validity vs. reliability in public
opinion polls. Public Opinion Quarterly, 6, 87-98.
Morgan, R. (1948). A note on question wording. Public Opinion Quarterly, 12, 38.
20
Mullen, B., Driskell, J. E., & Smith, C. (1989). Availability and social projection: The
effects of sequence of measurement and wording of question on estimates of
consensus. Personality and Social Psychology Bulletin, 15, 84-90.
Payne, S. L. (1951). The art of asking questions. Princeton, N.J.: Princeton University
Press.
*Petty, R. E., Rennier, G. A., & Cacioppo, J. T. (1987). Assertion versus interrogation
format in opinion surveys: Questions enhance thoughtful responding. Public
Opinion Quarterly, 51, 481-494.
Quattrone, G. A., & Tversky, A. (1988). Contrasting rational and psychological analyses
of political choice. American Political Science Review, 82, 719-736.
Roslow, S., Wulfeck, W. H., & Corby, P. G. (1940). Consumer and opinion research:
Experimental studies on the form of the question. Journal of Applied Psychology,
24, 334-346.
Rossi, P. H., & Wright, J. D. (19??). Social science research and the politics of gun
control. In R. L. Shotland and M. M. Mark (Eds.), Social science and social
policy. Beverly Hills, CA: Sage.
Rugg, D. (1941). Experiments in wording questions: II. Public Opinion Quarterly, 5, 91-
92.
Schuman, H., & Bobo, L. (1988). Survey-based experiments on white racial attitudes
toward residential integration. American Journal of Sociology, 94, 273-299.
Schuman, H., & Duncan, O. D. (1974). Questions about attitude survey questions. In H.
Costner (Ed.), Sociological Methodology 1973-1974. San Francisco: Jossey-
Bass.
*Schuman, H., & Presser, S. (1981). Questions and answers in attitude surveys. New
York: Academic Press. Chapters 11, "Tone of wording."
Sigelman, L., & Presser, S. (1988). Measuring public support for the new Christian
right: The perils of point estimation. Public Opinion Quarterly, 52, 325-337.
Simpson, J. H. (1988). A reply to 'Measuring public support for the new Christian right:
The perils of point estimation." Public Opinion Quarterly, 52, 338-342.
21
Singer, E. (1988). To the editor of POQ. Public Opinion Quarterly, 52, 576-579.
Smith, T. W. (1987). That which we call welfare by any other name would smell
sweeter: An analysis of the impact of question wording on response patterns.
Public Opinion Quarterly, 51, 75-83.
Sniderman, P. M., Piazza, T., & Kendrick, A. (1987). The dynamics of racial policy
attitudes. Paper presented at the annual meetings of the Midwest Political Science
Association, Chicago, Illinois.
Stagner, R. (1941). A comparison of the Gallup and Fortune polls regarding American
intervention policy. Sociometry, 4, 239-258. (p. 247)
Stagner, R. (1941). The prestige value of different types of leadership. Sociology and
Social Research, 404-413.
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