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Narratives of Response Error From Cognitive Interviews of Survey Questions About Normative Behavior

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  • Philip S. Brenner

Abstract

That rates of normative behaviors produced by sample surveys are higher than actual behavior warrants is well evidenced in the research literature. Less well understood is the source of this error. Twenty-five cognitive interviews were conducted to probe responses to a set of common, conventional survey questions about one such normative behavior: religious service attendance. Answers to the survey questions and cognitive probes are compared both quantitatively and qualitatively. Half of the respondents amended their answer during cognitive probing, all amendments indicating a lower rate of attendance than originally reported, yielding a statistically significant reduction in reported attendance. Narrative responses shed light onto the source of bias, as respondents pragmatically interpreted the survey question to allow themselves to include other types of religious behavior, to report on a more religious past, and discount current constraints on their religious behavior, in order to report aspirational or normative religious identities.

Suggested Citation

  • Philip S. Brenner, 2017. "Narratives of Response Error From Cognitive Interviews of Survey Questions About Normative Behavior," Sociological Methods & Research, , vol. 46(3), pages 540-564, August.
  • Handle: RePEc:sae:somere:v:46:y:2017:i:3:p:540-564
    DOI: 10.1177/0049124115605331
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    References listed on IDEAS

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    1. Philip Brenner & John DeLamater, 2014. "Social Desirability Bias in Self-reports of Physical Activity: Is an Exercise Identity the Culprit?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 117(2), pages 489-504, June.
    2. Jonathan Gruber & Daniel M. Hungerman, 2008. "The Church Versus the Mall: What Happens When Religion Faces Increased Secular Competition?," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 123(2), pages 831-862.
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