Thinking About Answers
The Application of Cognitive Processes to Survey Methodology
Research Methods for the Social Sciences
1. Edition October 2010
322 Pages, Softcover
Wiley & Sons Ltd
ISBN:
978-1-118-01609-1
John Wiley & Sons
In this important book, the authors explore what answers mean in relation to how people understand the world around them and communicate with one another. They offer practical and theoretical insights that will prove invaluable when developing questionnaires.
1. Introduction.
2. Methods for Determining Cognitive Processes and Questionnaire
Problems.
3. Answering a Survey Question: Cognitive and Communicative
Processes.
4. Psychological Sources of Context Effects in Survey
Measurement.
5. The Direction of Context Effects: What Determines
Assimilation or Contrast in Attitude Measurement.
6. Order Effects Within a Question: Presenting Categorical
Response Alternatives.
7. Autobiographical Memory.
8. Event Dating.
9. Counting and Estimation.
10. Proxy Reporting.
11. Implications for Questionnaire Design and the
Conceptualization of the Survey Interview.
2. Methods for Determining Cognitive Processes and Questionnaire
Problems.
3. Answering a Survey Question: Cognitive and Communicative
Processes.
4. Psychological Sources of Context Effects in Survey
Measurement.
5. The Direction of Context Effects: What Determines
Assimilation or Contrast in Attitude Measurement.
6. Order Effects Within a Question: Presenting Categorical
Response Alternatives.
7. Autobiographical Memory.
8. Event Dating.
9. Counting and Estimation.
10. Proxy Reporting.
11. Implications for Questionnaire Design and the
Conceptualization of the Survey Interview.
SEYMOUR SUDMAN is a Walter H. Stellner Distinguished
Professor of Marketing and deputy director and research professor
at the Survey Research Laboratory at the University of Illinois,
Urbana-Champaign. He is the author, coauthor, or editor of
seventeen books including Asking Questions (Jossey-Bass,
1982) which he wrote with Norman M. Bradburn.
NORMAN M. BRADBURN is senior vice president for National
Opinion Research. He is the Tiffany and Margaret Blake
Distinguished Service professor in the department of psychology and
the Harris Graduate School of Public Policy Studies at the
University of Chicago.
NORBERT SCHWARZ is professor of psychology at the
University of Michigan, Ann Arbor, and a research scientist at the
survey research center of Michigan's Institute for Social Research.
With Seymour Sudman he wrote Context Effects in Social and
Psychological Research (1992), Autobiographical Memory and
the Validity of Retrospective Reports (1994).
Professor of Marketing and deputy director and research professor
at the Survey Research Laboratory at the University of Illinois,
Urbana-Champaign. He is the author, coauthor, or editor of
seventeen books including Asking Questions (Jossey-Bass,
1982) which he wrote with Norman M. Bradburn.
NORMAN M. BRADBURN is senior vice president for National
Opinion Research. He is the Tiffany and Margaret Blake
Distinguished Service professor in the department of psychology and
the Harris Graduate School of Public Policy Studies at the
University of Chicago.
NORBERT SCHWARZ is professor of psychology at the
University of Michigan, Ann Arbor, and a research scientist at the
survey research center of Michigan's Institute for Social Research.
With Seymour Sudman he wrote Context Effects in Social and
Psychological Research (1992), Autobiographical Memory and
the Validity of Retrospective Reports (1994).