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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Bibliographic Details
Published in:Journal of marketing research 1977-08, Vol.14 (3), p.316-321
Main Authors: Blair, Ed, Sudman, Seymour, Bradburn, Norman M., Stocking, Carol
Format: Article
Language:eng
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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.
ISSN:0022-2437
1547-7193