The Effect of Mixed Grammar Chains on Response to Survey Questions

Author:

Barnes James H.1,Dotson Michael J.2

Affiliation:

1. Associate Professor and holder of the Morris Lewis Lectureship in Marketing, School of Business Administration, University of Mississippi.

2. Assistant Professor of Marketing, Appalachian State University.

Abstract

Reports of the use of mixed grammar chains in survey research have become common in the literature. An investigation of the misunderstanding by respondents as the result of such usage suggests that researchers may not fully appreciate the nature and impact of this form of bias introduced into their results.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

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