Survey Methodology is becoming a more structured field of research, deserving of more and more academic attention. The SAGE Handbook of Survey Methodology explores both the increasingly scientific endeavour of surveys and their growing complexity, as different data collection modes and information sources are combined. The handbook takes a global approach, with a team of international experts looking at local and national specificities, as well as problems of cross-national, comparative survey research. The chapters are organized into seven major sections, each of which represents a stage in the survey life-cycle: Surveys and Societies Planning a Survey Measurement Sampling Data Collection Preparing Data for Use Assessing and Improving Data Quality The SAGE Handbook of Survey Methodology is a landmark and essential tool for any scholar within the social sciences.
Chapter 36: Response Styles in Surveys: Understanding their Causes and Mitigating their Impact on Data Quality
Response Styles in Surveys: Understanding their Causes and Mitigating their Impact on Data Quality
It is well established that people's answers to survey questions are influenced by a variety of factors, which interact to produce errors in the data (see e.g. Groves, 1989). Several decades of research in psychology, statistics, econometrics and survey methodology testify to a range of effects observable in respondents’ reported values causing them to deviate from the true values of interest to the researcher. This chapter discusses one such effect, which concerns the measurement of respondents’ evaluations of objects and ideas on rating scales. Specifically, it concerns the tendency for respondents to disproportionately select one response alternative on the rating scale more than others, ...