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International Journal of Public Opinion Research 15:3-7 (2003)
© 2003 World Association for Public Opinion Research

Cognitive Aspects of Survey Measurement and Mismeasurement

Roger Tourangeau

He was a senior scientist at the National Opinion Research Center at the University of Chicago, and is now the head of the Joint Program in Survey Methodology at the University of Maryland, and a senior research scientist at the University of Michigan.

Address correspondence to Dr Roger Tourangeau, JPSM (Joint Program in Survey Methodology), University of Maryland, 1218 LeFrak Hall, College Park, MD 20742, USA, Email: rtourang{at}survey.umd.edu

During the past 20 years, survey methodology has undergone a paradigm shift. The old paradigm was based on a statistical model that focused on the effects of survey errors on the estimates derived from survey data. The new paradigm is based on a social scientific model that focuses on the causes of survey errors. Several developments have helped bring about this shift—the application of methods and concepts from cognitive psychology to the reduction of survey measurement error, the development of new computerized methods of data collection, and the increase in concern about measurement and nonresponse as sources of error in survey estimates. The new paradigm has little to say about the topics, such as sampling error, which were central to the old one; similarly, the old paradigm had little to say about how to reduce or prevent errors, a major concern for the new one. Thus, the two paradigms do not clash so much as complement each other.


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