What form of order bias is likely to occur in surveys conducted through telephone or in-person interviews?
In telephone and in-person interviews, the Primacy effect is the likely form of order bias, where earlier information influences respondents more. Additionally, factors like the Bradley effect and social desirability bias can impact responses, demonstrating the complexity of obtaining accurate survey results. The correct option is B. Primacy effect.
The Primacy Effect in Surveys
The Primacy effect is a cognitive bias that suggests information presented earlier in a sequence has a greater impact on individuals' responses compared to information presented later. In the context of surveys conducted through telephone or in-person interviews, the order in which questions are asked can significantly influence respondents' answers.
Factors Influencing Order Bias
One key factor contributing to the Primacy effect is the way questions are structured. When respondents are presented with information at the beginning of a survey, they tend to give more weight to that information when forming their responses to subsequent questions. This can skew the overall results of the survey if the initial information presented biases their subsequent answers.
Furthermore, the presence of an interviewer in telephone or in-person interviews can also contribute to order bias. Respondents may feel pressured to respond in a certain way based on the interviewer's cues or demeanor, leading to an altered response pattern.
Impact of Social Desirability Bias
Social desirability bias is another important factor to consider in surveys, particularly in interviews where respondents interact with an interviewer. This bias occurs when respondents alter their answers to present themselves in a favorable light or conform to societal norms. In the context of order bias, social desirability bias can further amplify the influence of the Primacy effect, as respondents may shape their responses based on the initial information presented.
Challenges in Obtaining Accurate Survey Results
The presence of cognitive biases such as the Primacy effect, alongside factors like the Bradley effect and social desirability bias, highlights the challenges researchers face in obtaining accurate survey results. It is essential for survey designers to be mindful of these biases and consider strategies to mitigate their impact, such as randomizing question order or incorporating control questions to test the reliability of respondents' answers.
In conclusion, the Primacy effect plays a significant role in influencing responses in surveys conducted through telephone or in-person interviews. By understanding the mechanisms of order bias and implementing appropriate survey design techniques, researchers can work towards obtaining more accurate and reliable survey data.