How to Ask Questions about Drinking and Sex: Response Effects in Measuring Consumer Behavior
This article reports a nationwide study of response effects based on answers from almost 1,200 respondents to threatening behavioral questions presented in various formats. Results indicate that threatening questions requiring yes-or-no answers can be asked in any format, but that threatening questi...
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Published in: | Journal of marketing research 1977-08, Vol.14 (3), p.316-321 |
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Main Authors: | , , , |
Format: | Article |
Language: | eng |
Subjects: | |
Online Access: | Get full text |
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Summary: | This article reports a nationwide study of response effects based on answers from almost 1,200 respondents to threatening behavioral questions presented in various formats. Results indicate that threatening questions requiring yes-or-no answers can be asked in any format, but that threatening questions requiring quantified answers are best asked in open-ended, long questions with respondent-familiar wording. |
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ISSN: | 0022-2437 1547-7193 |