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1、SECTIONATHEQUESTIONNAIREMeasurementErrorsinSurveys.EditedbyBiemer,Groves,Lyberg,Mathiowetz,andSudman.Copyright?1991byJohnWiley&Sons,Inc.ISBN:0-471-53405-6CHAPTER2THECURRENTSTATUSOFQUESTIONNAIRERESEARCHNormanM.BradburnUniversityofChicagoandNORCSeymourSudmanSurveyResearchLaboratory,UniversityofIlli
2、noisatUrbana-Champaign2.1ABRIEFHISTORYOFMEASUREMENTERRORRESEARCHONQUESTIONNAIRESAlmostfromthestartofpublicopinionpollingin1935,therewasarecognitionthatquestionwordinghadasignificanteffectontheanswersthatpeoplegave.GeorgeGallupwasastrongproponentoftheuseofsplitformstomeasuretheeffectsofquestionnai
3、rewording.Cantril(1967)gaveaninterestingexample.InJune,1941,afterGermanyinvadedRussia,Gallupaskedhalfoftherespondentsthequestion:SomepeoplesaythatsinceGermanyisnowfightingRussia,aswellasBritain,itisnotnecessaryforthiscountrytohelpBritain.Doyouagreeordisagreewiththis?Theotherhalfoftherespondentswe
4、reasked:Somepeoplesaythat,sinceGermanywillprobablydefeatRussiainafewweeksandthenturnherfullstrengthagainstBritain,itismoreimportantthaneverthatwehelpBritain.Doyouagreeordisagreewiththis?SupportforaidtoBritainwas73percentforthefirstquestion(disagree)and71percentonthesecondquestion(agree).Itwasquit
5、eclearinthiscasethatpublicopinionwassolidlybehindBritainandthatmeasure-MeasurementErrorsinSurveys.EditedbyBiemer,Groves,Lyberg,Mathiowetz,andSudman.Copyrighte1991byJohnWiley&Sons,Inc.ISBN:0-471-53405-630CURRENTSTATUSOFQUESTIONNAIRERESEARCHmenterrorswereinsignificant.PresidentRooseveltwhenshownthe
6、seresultswasparticularlyrelievedthathispoliciesweresupported,regardlessofquestionwording.Manyothersplitballotstudies,however,revealedlargedifferencesbetweendifferentquestionwordings,especiallyforcomplicatedques-tionsandonnewissueswherepeoplehadlittleinformationandhadnotyetmadeuptheirminds.Afamous
7、examplethatisoftencitedisgivenbyRugg(1941).Whenasked"DoyouthinktheUnitedStatesshouldforbidpublicspeechesagainstdemocracy?,"54percentofrespondentssaidyes;whenasked"DoyouthinktheUnitedStatesshouldallowpublicspeechesagain
