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- Title
"Don't Know" Item Nonresponse in a Telephone Survey: Effects of Question Form and Respondent Characteristics.
- Authors
Leigh, James H.; Martin Jr., Claude R.
- Abstract
Effects of question form, question content, and respondent experience/involvement factors on indicators of ‘don't know’ item nonresponse to attitude questions were investigated in a split-ballot experiment with 398 respondents. Results provide support for premises of the threshold model formulated by Schuman and Presser. Experienced/involved respondents and those with little experience/involvement are found to differ in the degree to which item nonresponse varies with the number of scale points and question specificity. Implications and research directions are provided.
- Subjects
MARKETING research; TELEPHONE surveys; SELF-report inventories; THRESHOLD (Perception); CONSUMER attitudes; RESPONDENTS; CONSUMER behavior; SELF-evaluation; PRODUCT quality; PROBABILITY theory
- Publication
Journal of Marketing Research (JMR), 1987, Vol 24, Issue 4, p418
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151390