
Contents
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Surveys as an Unusual Conversational Situation Surveys as an Unusual Conversational Situation
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Inferring Meaning from Features of the Questionnaire Inferring Meaning from Features of the Questionnaire
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Researcher’s Affiliation Researcher’s Affiliation
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Preceding Questions Preceding Questions
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Open Versus Closed Question Formats Open Versus Closed Question Formats
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The Numeric Values of Rating Scales The Numeric Values of Rating Scales
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Frequency Scales Frequency Scales
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Question Interpretation Question Interpretation
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Frequency Estimates Frequency Estimates
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Comparative Judgments Comparative Judgments
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Reference Periods Reference Periods
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Summary Summary
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Giving an Informative Answer: Question Repetition and Meaning Change Giving an Informative Answer: Question Repetition and Meaning Change
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Adjusting Interpretation in Survey Dialogue Adjusting Interpretation in Survey Dialogue
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Inferring Interpretation in Strictly Standardized Interviews Inferring Interpretation in Strictly Standardized Interviews
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Clarification Dialogue in Surveys Clarification Dialogue in Surveys
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Evidence About Comprehension in Survey Dialogue Evidence About Comprehension in Survey Dialogue
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Conclusion Conclusion
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Note Note
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References References
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26 Pragmatic Processes in Survey Interviewing
Get accessFrederick G. Conrad is Research Professor and Director, Michigan Program in Survey Methodology, University of Michigan and Joint Program in Survey Methodology, University of Maryland.
Michael F. Schober is Professor of Psychology at the New School for Social Research.
Norbert Schwarz is Provost Professor in the Department of Psychology and Marshall School of Business at the U of Southern California.
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Published:16 December 2013
Cite
Abstract
In interpreting survey questions, respondents rely as much on the pragmatics of everyday communication as they do on interpreting syntax or literal meaning. Respondents make inferences about the intended meaning of questions based on a large array of contextual cues, from judgments about the researcher to their sense of how common ground builds up in ordinary conversation and their perception of the actions of interviewers (or automated interviewing systems). How respondents answer questions—the speed and fluency of their answers or requests for clarification—is informative about the accuracy and reliability of their answers. Although survey respondents try to make sense of questions using whatever conversational resources they can bring to bear, researchers are often insensitive to these processes and surprised by their impact.
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