By Jörg Blasius
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A sharper relationship with intended vote) and lower method effect coefficients than either 10-point or 101-point scales. Kroh suggests that providing a 101-point scale may induce ambiguity and extra task burden. He bolsters this by noting that 86% of responses to the 101-point scale were multiples of 10. Additionally, the interviews took significantly longer in the 101point version than in the other two formats. Since it usually takes more time to complete difficult tasks, this finding may be an indirect manifestation of greater task difficulty.
This finding is at odds with that of Bishop and Smith’s (2001) meta-analysis of earlier Gallup surveys. The discrepancy in findings is likely due to the fact that the earlier studies were much shorter. When Holbrook et al. replicated their analyses, limiting them to just those with 20 items or fewer (that was the largest in Bishop and Smith’s analyses), they also found no waning attention (declining motivation) effect. In his meta-analysis, Andrews (1984) found that data quality was lowest both at the beginning (the first 25 items) and at the end (beyond the 100th item).
They took two sets of items (national pride and attitude towards immigrants), one of which (immigrants) was balanced with three negatively and three positively worded items, while the other one had only one of five items negatively keyed. On the assumption that response style represents a consistent pattern of response that is independent of the content of the items, their analysis ‘borrows’ information from the balanced set of items to adjust the latent scores on the unbalanced items. Weijters, Schillewaert and Geuens (2008) propose a ‘representative indicators response style means and covariance structure’ model.
Assessing the Quality of Survey Data by Jörg Blasius