傳播文獻


【傳播研究方法論與研究法】 - 行為科學研究法

名稱
Respondents' Manifestations of Extraversion in Survey Interviews: Their Relationships with the Extreme Response Style and Attitude Strength
來源
調查研究-方法與應用
作者
楊孟麗
年份
2019
資料性質
繁體中文
出版者
中央研究院調查研究專題中心
出版地
臺灣
冊數
42
頁數
125 - 164
簡介

Two contradictory perspectives concern the significance of extreme responses in survey data, and each is supported by abundant empirical studies. One school holds that extreme responses indicate extreme and hence strong attitudes. The other considers extreme responses to be merely due to the extreme response style (ERS). The contradiction implies that the extent of the validity of extreme responses as an indicator of strong attitudes may need to be investigated by simultaneous examinations from the two perspectives. However, no such study exists. Furthermore, interviewers rely more or less on respondents' characteristics of extraversion to complete an interview. Yet, people higher on extraversion are more likely to have the ERS. This leads to uncertainty about the response quality of cooperative respondents. This study distinguishes two types of extraverted respondents: eager participants and friendly respondents. It forms four hypotheses: (1) Initial extreme responses involve ERS more than strong attitudes. (2) Respondents with higher levels of friendliness are more likely to have ERS. (3) Respondents with higher levels of participation eagerness are more likely to have ERS. (4) Respondents with higher levels of participation eagerness are more likely to have strong attitudes. However, we do not expect that respondents with higher levels of friendliness are more likely to have strong attitudes. The hypotheses are tested by analyzing data of the "Survey Research on Attitudes toward Death Penalty and Related Values in Taiwan" in HLM models. AIC is used to compare model fits in testing hypothesis 1. Results support the hypotheses.