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Response Latency Methodology for Survey Research: Measurement and Modeling Strategies

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  • Mulligan, Kenneth
  • Grant, J. Tobin
  • Mockabee, Stephen T.
  • Monson, Joseph Quin

Abstract

In public opinion research, response latency is a measure of attitude accessibility, which is the ease or swiftness with which an attitude comes to mind when a respondent is presented with a survey question. Attitude accessibility represents the strength of the association in memory between an attitude object and an evaluation of the object. Recent research shows that attitude accessibility, as measured by response latency, casts light on a wide range of phenomena of public opinion and political behavior. We discuss response latency methodology for survey research and advocate the use of latent response latency timers (which are invisible both to respondents and interviewers) as a low cost, low-maintenance alternative to traditional methods of measuring response latency in public opinion surveys. We show that with appropriate model specification latent response latency timers may provide a suitable alternative to the more complicated and expensive interviewer-activated timers.

Suggested Citation

  • Mulligan, Kenneth & Grant, J. Tobin & Mockabee, Stephen T. & Monson, Joseph Quin, 2003. "Response Latency Methodology for Survey Research: Measurement and Modeling Strategies," Political Analysis, Cambridge University Press, vol. 11(3), pages 289-301, July.
    • Handle: RePEc:cup:polals:v:11:y:2003:i:03:p:289-301_01
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    Cited by:

    1. Jochen Mayerl & Thorsten Faas, 2018. "Campaign dynamics of cognitive accessibility of political judgments: measuring the impact of campaigns and campaign events using response latencies in two German rolling cross section studies," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(4), pages 1575-1592, July.
    2. Stocké, Volker, 2003. "Measuring Information Accessibility and Predicting Response-Effects: The Validity of Response-Certainties and Response-Latencies," Sonderforschungsbereich 504 Publications 03-33, Sonderforschungsbereich 504, Universität Mannheim;Sonderforschungsbereich 504, University of Mannheim.
    3. Stocké, Volker, 2003. "Measuring information accessibility and predicting response-effects : the validity of response-certainties and response-latencies," Papers 03-33, Sonderforschungsbreich 504.
    4. Litvine, Dorian & Gazull, Laurent & Dabat, Marie-Hélène, 2014. "Assessing the potential demand for biofuel by combining Economics and Psychology: A focus on proximity applied to Jatropha oil in Africa," Ecological Economics, Elsevier, vol. 100(C), pages 85-95.
    5. Robert Neumann, 2016. "Understanding trustworthiness: using response latencies from CATI surveys to learn about the “crucial” variable in trust research," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(1), pages 43-64, January.

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