CONTROLLING ORDER-EFFECT BIAS
CONTROLLING ORDER-EFFECT BIAS
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DOI：
10.1086/268251
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发表时间：
1976-01-01
影响因子：
3.4
通讯作者：
PERREAULT, WD
中科院分区：
文献类型：
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作者：
PERREAULT, WD
研究人员很早就意识到问卷和访谈日程设计对回答质量和数量的重要性。详细考虑了应该提出的问题类型以及问题的措辞和顺序。选择适当的问题顺序是问卷设计中的一个复杂问题。研究者必须小心地提出问题，以便引起并维持受访者的兴趣，激发他的注意力，在某些情况下甚至克服他对回答问题的抵制。例如，个人性质的问题（“您的收入是多少？”）或可能对受访者敏感的问题（“您是否赞成异族通婚？”）经常放在调查问卷的末尾。人们认为，当受访者完成问卷末尾时，他将更有可能采用积极的回答集，即使他被某个问题冒犯，也不会影响他对其他问题的回答。因此，在大多数情况下，问题的顺序是民意研究人员用来提高研究工具质量的积极因素。不幸的是，问题的立场也可能对回答产生负面偏见。
Researchers have long been aware of the importance of questionnaire and interview schedule design on the quality and quantity of response. Detailed thought is given to the type of questions that should be asked and to how they should be worded and sequenced. Selecting the appropriate sequence for the questions is a complex issue in questionnaire design. The researcher must be careful to place questions so that he evokes and maintains the respondent's interest, stimulates his attention, and in some cases even overcomes his resistance to answering questions. For example, questions which are of a personal nature (" what is your income?") or those which might prove sensitive to the respondent (" do you approve of interracial marriage?") are frequently placed at the end of the questionnaire. It is felt that by the time the respondent has reached the end of the questionnaire he will be more likely to have adopted a positive response set, and even if he is offended by a question it will not have influenced his response to the other questions. Thus, in most situations, the sequence of questions is a positive factor that opinion researchers use as a tool to improve the quality of the research instrument. Unfortunately, the position of a question may also exert a negative bias on response.