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First Equals Most Important? Order Effects in Vignette-Based Measurement

Auspurg, K and Jackle, AE (2017) 'First Equals Most Important? Order Effects in Vignette-Based Measurement.' Sociological Methods & Research, 46 (3). pp. 490-539. ISSN 0049-1241

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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.

Item Type: Article
Uncontrolled Keywords: factorial survey design conjoint analysis context effects dimension order survey research
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics
Divisions: Faculty of Social Sciences
Faculty of Social Sciences > Institute for Social and Economic Research
SWORD Depositor: Elements
Depositing User: Elements
Date Deposited: 01 Jul 2015 08:48
Last Modified: 28 Apr 2022 10:15

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