DETERMINANTEN UND KONSEQUENZEN DER UMFRAGEEINSTELLUNG. Bewertungsdimensionen unterschiedlicher Umfragesponsoren und die Antwortbereitschaft der Befragten

Abstract

This article deals with two questions: a) the evaluations of surveys of different sponsors on the dimensions utility, reliability and burden as determinants of the generalized attitude towards surveys, and b) the answer or refusal of the income question as an indicator of cooperative behavior during the interview as a consequence of respondents� attitudes towards surveys. In the first part of the analysis it is furthermore tested whether the quantity of survey experience in the past moderates the strength of the observed associations. The empirical analysis with data from a local survey based on a random probability sample shows increasingly stronger associations between respondents� sponsor-specific evaluations and their attitudes towards surveys when subjects have taken part more often in surveys in the past. The perceived utility of surveys and the evaluation of scientific sponsors proves to be the strongest determinants for the generalized attitude towards surveys. Regarding the second question of this article it is found that the probability of answering or refusing to answer the income question increases considerably when the interviewees have more negative and - as indicated by their response latencies - at the same time cognitively accessible attitude towards surveys. Thus it is concluded that respondents� attitudes towards surveys have serious consequences for the quality of survey data.