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Journal Article

First equals most important? Order effects in vignette-based measurement

Authors

Publication date

30 Jun 2015

Summary

To measure what determines people’s attitudes, definitions, or
decisions, surveys increasingly ask respondents to judge vignettes.
A vignette typically describes a hypothetical
situation or object as having various attributes (dimensions). In
factorial
surveys, the values (levels) of dimensions are
experimentally varied, so that their impact on respondents’ judgments
can be
estimated. Drawing on the literature in cognitive
psychology and survey methodology, we examine two research questions:
Does
the order in which dimensions are presented impact
the vignette evaluations and change substantive conclusions? Under which
conditions are order effects mostly likely to
occur? Using data from a web survey of 300 students, we analyze several
possible
moderators: features of the vignette design,
characteristics of respondents, and interactions between these features.
Results
show that strong order effects can occur, but only
when the vignettes are of a minimum complexity or respondents show a low
attitude certainty.

Published in

Sociological Methods and Research

DOI

http://dx.doi.org/10.1177/0049124115591016

ISSN

16

Links

http://serlib0.essex.ac.uk/record=b1646523~S5

Notes

Albert Sloman Library Periodicals *restricted to Univ. Essex registered users*; Online Early


Related publications

  1. First equals most important? Order effects in vignette-based measurement

    Katrin Auspurg and Annette Jäckle

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