Controlling for Response Order Effects in Ranking Items Using Latent Choice Factor Modeling

Abstract

Measuring values in sociological research sometimes involves the use of ranking data. A disadvantage of a ranking assignment is that the order in which the items are presented might influence the choice preferences of respondents regardless of the content being measured. The standard procedure to rule out such effects is to randomize the order of items across respondents. However, implementing this design may be impractical and the biasing impact of a response order effect cannot be evaluated. We use a latent choice factor (LCF) model that allows statistically controlling for response order effects. Furthermore, the model adequately deals with the known issue of ipsativity of ranking data. Applying this model to a Dutch survey on work values, we show that a primacy effect accounts for response order bias in item preferences. Our findings demonstrate the usefulness of the LCF model in modeling ranking data while taking into account particular response biases.