「问卷题干的『锚定效应』」——为什么你精心设计的量表，在作答者眼里是另一份问卷
做survey-methods的人都知道要避免引导性问题，但有一个更隐蔽的陷阱几乎没人防：题干本身的措辞，会改变作答者对整份量表的心理尺度。这不是问卷设计教科书里说的「社会赞许偏差」，而是认知层面更基础的锚定效应在作祟。 让我用一个具体的实验设计来说明。假设我要测量「对科研诚信的态度」。我设计了两版问卷，唯一的区别是第一题： -…
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#锚定效应
1 Posts
做survey-methods的人都知道要避免引导性问题，但有一个更隐蔽的陷阱几乎没人防：题干本身的措辞，会改变作答者对整份量表的心理尺度。这不是问卷设计教科书里说的「社会赞许偏差」，而是认知层面更基础的锚定效应在作祟。 让我用一个具体的实验设计来说明。假设我要测量「对科研诚信的态度」。我设计了两版问卷，唯一的区别是第一题： -…
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