In a post by Jeffrey Henning on Acquiescence bias in Likert Scales (and therefore why market researchers should not use them) I noticed a link to Jon Krosnick. I have met Jon before and read some of his work and have been thoroughly impressed. I feel that, along with Mick Couper, Krosnick is at the forefront of understanding what works and what does not work in surveys.
However, I was not aware of Jon Krosnick’s page on the Stanford University website until I saw a link to it in Henning’s post. Having now visited the page I can say that Krosnick’s page is a key resource for any market researcher, it has snippets from his research and links to some of his papers.
An example of the useful snippets is his report, with LinChiat Chang, of the predictive accuracy of asking people what they did last week as opposed to what they do in a typical week. As well as the snippet containing the key finding (that typical week was better in the test they conducted than last week) the page has a link to download an 80 page PDF of the study.
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