Reading List

1. Asking Questions

Sudman, Seymour, “The Social Context of Question Asking,” in Asking Questions,

Chapter 1, 1982, p1-19.

Sudman, Seymour, “Asking Nonthreating Questions About Behavior,” in Asking

Questions, Chapter 2, 1982, p20-53.

Sudman, Seymour, “Asking Threating Questions About Behavior,” in Asking

Questions, Chapter 3, 1982, p54-87.

Sudman, Seymour, “Questions for Measuring Knowledge,” in Asking

Questions, Chapter 4, 1982, p88-118.

Sudman, Seymour, “Measuring Attidudes,” in Asking

Questions, Chapter 5-6, 1982, p119-147.

Bradburn, Norman M. and Seymour Sudman, “Effects of Question Threat and

Interview Method,” in Improving Interview Method and Questionnaire Design, Chapter 1, 1979, p1-13

Bradburn, Norman M. and Seymour Sudman, “Impact of Question Structure and

Length,” in Improving Interview Method and Questionnaire Design, Chapter 1, 1979, p14-25

2. Sampling

Sudman, Seymour and Blair, Edward, “Sampling in the Twenty-First Century,”

Journal of the Academy of Marketing Science, 1999, v27n2, Spring, p269-277.

Sudman, Seymour, “Improving the Quality of Shopping Center Sampling,” Journal of

Marketing Research, 1980, v17n4, Nov p. 423-431.

3. Survey

Feldman, Jack M. and John G. Lynch (1988), “Self-Generated Validity and Other

Effects of Measurement on Belief, Attitude, Intention, and Behavior,” Journal of Applied Psychology,73 (3), 421-433.

Tourangeau, Roger and Kenneth A. Rasinski (1988), “Cognitive Process Underlying

Context Effects in Attitude Measurement,” Psychological Bulletin, 103 (3), 299-314.

Roger Tourangeau, A Rasinski, Norman Bradburn, Roy D’Andrade, “Carryover Effects in Attitude Surveys,” Public Opinion Quarterly, 1989, vol.53, I4, Winter, p.495-524.

Seymour Sudman and Norbert Schwarz, “Contributions of Cognitive Psychology to

Advertising Research,” Journal of Advertising Research, 1989, June/July, p.43-53.

Bickart, Barbara A., Johnny Blair, Geeta Menon, and Seymour Sudman, “Cognitive

Aspects of Proxy Reporting of Behavior,” in Advances in Consumer Research, Vol. 17, 1990, 198-206.

田芳華（民88），「認知訪談在調查研究上的應用──以假設市場評價法為例」，國家科學委員會研究彙刊：人文及社會科學，七月，九卷，三期，頁555-574。

4. Order Effects

樓永堅(民88)，「問題次序的訪答效應之初探」，調查研究，第七期，頁33-58。

Norbert Schwarz, Herbert Bless, “Assimilation and Contrast Effects in Attitude Measurement: An Inclusion/Exclusion Model,” Advances in Consumer Research 1992, v19, p72-77.

Roger Tourangeau, Kenneth A. Rasinski, and Norman Bradburn, “Measuring Happiness in Surveys: A test of The Subtraction Hypothesis,” Public Opinion Quarterly, 1991, v55, p.255-266.

Frank R. Kardes, Paul M. Herr, “Order Effects in Consumer Judgment, Choice, and Memory: The Role of Initial Processing Goals,” Advances in Consumer Research, 1990, vol.17, p.541-546.

Schuman, Howard and Stanley Presser, “Question Order and Response Order,” in Questions and Answers in Attitude Surveys: Experiments on Questions Form, Wording, and Content, New York: Academic Press, p.23-77.

Robert Mason, John E. Carlson, Roger Tourangeau, “Contrast Effects and Subtraction in Part-Whole Questions,” Public Opinion Quarterly, 1994, vol.58, p.569-578.

Norbert Schwarz, Hans-J. Hippler, “Subsequent Questions May Influence Answers to Preceding Questions in Mail surveys,” Public Opinion Quarterly, 1995, vol.59, p.93-97.

J. Edwin Benton, John L. Daly, “A Question Order Effect in a Local Government Survey,” Public Opinion Quarterly, 1991, vol.55, I4, Winter, p.640-642.

Howard Schuman, Stanley Presser, Jacob Ludwig, “Context Effects on Survey Responses to Questions about Abortion,” Public Opinion Quarterly, 1981, vol.45, I2, Summer, p.216-223.

George F. Bishop, Robert W. Oldendick, Alfred J. Tuchfarber, “The Importance of Replicating a Failure to Replicate: Order Effects on Abortion Items,” Public Opinion Quarterly, 1985, vol.49, I1, Spring, p.105-114.

Philip Gendall, Victoria Carmichael and Janet Hoek, “A Test of The Conversational Logic Analysis Model of Question Order Effects,” Marketing Bulletin, 1997, vol.8, p.41-52.

Norbert Schwarz, Hans-J. Hippler, and Elisabeth Noelle-Neumann, “A Cognitive Model of Response-Order Effects in Survey Measurement,” Context Effects in Social and Psychological Research, 1992, p.187-201.

Abigail T. Panter, Jeffrey S. Tanaka, and Tracy R. Wellens, “The Psychometrics of Order Effects,” Context Effects in Social and Psychological Research, 1992, p.249-266.

5. Context Effects

Geeta Menon, Barbara Bickart, “Context Effects on Social Judgments: Implications for Measurement in Consumer Research,” Advances in Consumer Research, 1992, vol.19, p.62-63.

Geeta Menon, Barbara Bickart, Seymour Sudman, and Johnny Blair, “How Well Do You Know Your Partner? Strategies for Formulating proxy-Reports and Their Effects on Convergence to Self-Reports,” Journal of Marketing Research, 1995, vol.XXXII, February, p.75-84.

Barbara Bickart and David Schmittlein, “The Distribution of Survey Contact and Participation in the United States: Constructing a Survey-Based Estimate,” Journal of Marketing Research, 1999, vol.XXXVI, May, p.286-294.

Geeta Menon, “Are the Parts Better than The Whole? The Effects of Decompositional Questions on Judgments of Frequent Behaviors,” Journal of Marketing Research, 1997, vol.XXXIV, August, p.335-346.

Dancker D, L. Daamen and Steven El de Bie, “Serial Context Effects in Survey Interviews,” Context Effects in Social and Psychological Research, 1992, p.97-113.

Tom W. Smith, “Thoughts on The Nature of Context Effects,” Context Effects in Social and Psychological Research, 1992, p.163-184.

Strube, Gerhard, “Answering Survey Questions: The Role of Memory,” in Social Information Processing and Survey Methodology, 1987, p86-101.

Schwarz, Norbert, and Hanz-J. Hippler, “What Response Scales May Tell Your Respondents: Informative Functions of Response Alternatives,” in Social Information Processing and Survey Methodology, 1987, p163-178.

Hippler, Hanz-J. and Norbert Schwarz, “Response Effects in Surveys,” in Social Information Processing and Survey Methodology, 1987, p103-122.

Strack, Fritz and Leonard L. Martin, “Thinking, Judging, and Communicating A Process in Attitude Surveys,” in Social Information Processing and Survey Methodology, 1987, p123-148.

6. eResearch

Stephen R. Porter, Michael E. Whitcomb, “The Impact of Contact Type on Web Survey Response Rates,” Public Opinion Quarterly, 2003, vol.67, p.579-588.

Dipayan Biswas, “Economics of Information in The Web Economy Towards a New Theory?” Journal of Business Research, 2004, vol.57, p.724-733.

David R. Schaefer, Don A. Dillman, “Development of A standard E-mail Methodology: Results of an Experiment,” Public Opinion Quarterly, 1998, vol.62, 3; Fall, p.378-397.

Jeremy, P. Birnholtz, Daniel B. Horn, Thomas A. Finholt, Sung Joo Bae, “The Effects of Cash, Electronic, and Paper Gift Certificates as Respondent Incentives for a Web-Based Survey of Technologically Sophisticated Respondents,” Social Science Computer Review, 2004, vol.22n3, Fall, p.355-362.

Michael D. Kaplowitz, Timothy D. Hadlock Ralph Levine, “A Comparison of Web and Mail Survey Response Rates,” Public Opinion Quarterly, 2004, vol.68n.1, Spring, p.94-101.

7. Meta-Analysis

Peterson, Robert A and Jolibert, Alain J. P., “A Meta-Analysis of Country-of-Origin

Effects,” Journal of International Business Studies, 1995, v26n4, Fourth Quarter p. 883-900.

Grewal, Dhruv, Kavanoor, Sukumar, Fern, Edward F., Costley, Carolyn, and Barnes,

James, “Comparative versus Noncomparative Advertising : A Meta-Analysis,” Journal of Marketing, 1997, v61n4, Oct p. 1-15.

VanderWerf, Pieter A and Mahon, John F., “Meta-analysis of the Impact of Research

Methods on Findings of First-Mover Advantage,” Management Science, 1997, v43n11, Nov p. 1510-1519.

Rao, Akshay R and Monroe, Kent B., “The Effect of Price, Brand Name, and Store

Name on Buyers' Perceptions of Product Quality : An Integrative Review,” Journal of Marketing Research, 1989, v26n3, Aug p. 351-357.

Peterson, Robert A, Albaum, Gerald, and Beltramini, Richard F., “A Meta-Analysis of

Effect Sizes in Consumer Behavior Experiments,” Journal of Consumer Research, 1985, v12n1, Jun p. 97-103.

Fern, Edward F and Monroe, Kent B., “Effect-size Estimates: Issues and Problems in

Interpretation,” Journal of Consumer Research, 1996, v23n2, Sep. p. 89-105.

Aradhna Krishna, Richard Briesch, Donald R. Lehmann, Hong Yuan, “A Meta-Analysis of The Impact of Price Presentation on Perceived Savings,” Journal of Retailing, 2002, vol.78, p.101-118.

Julie Yu and Harris Cooper, “A Quantitative Review of Research Design Effects on Response Rates to Questionnaires,” Journal of Marketing Research, 1983, vol.XX, February, p.36-44.

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From 12/10 to 1/7:  The execution of Meta Analysis by Prof. Hsin-Chen Lin

1. Meta-analysis introduction and how to use R software for meta-analysis

2. Meta-analysis coding for mean difference (d)

3. Meta-analysis coding for correlation coefficient (r)

4. How to quantify literature review (bibliometrics analysis)

5. How to use secondary data for empirical analysis: using social media data as examples

Students are asked to read the assigned papers in depth. Every paper will be presented by a group and discussed with the whole class. Each student will need to submit an A4-page summary of his/her chosen paper (including its contributions, the key findings, personal comments on the research method, and 1 question for the class discussions).

As these questions may serve as the basis for in-class discussion, students should send them via e-mail to me (yjlou@nccu.edu.tw or hsinchenlin@gmail.com), and to other students, by 23:59 on EVERY WEDNESDAY during the classes.

** Students are expected to spend 3-6 hours per week, to preview the papers and finish the weely assignment. 

TBD

1. Participation 50%

2. Final reports 50%

3. Total 100%

Please see the reading list.