But monotony is powerful enough to adulterate the results. Noelle Neumann proved that the influence of monotony was visible even in simple inquiries, for example when ascertaining readership figures of daily newspapers. If the questionnaire was dreary, fewer respondents than before admitted that they read the various newspapers, as opposed to results obtained by a questionnaire design that instigated the respondent's activity. In the course of evaluating secondary empirical data at the Institut fur Demoskopie Allensbach my attention was drawn to the subject of monotony and its effects from another angle.
Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Peter Doyle
September 1, 1973
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