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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Cognitive Processes Used by Survey Respondents to Answer Behavioral Frequency Questions

Edward Blair, Scot Burton
DOI: http://dx.doi.org/10.1086/209112 280-288 First published online: 1 September 1987


Behavioral frequency questions are a common and important part of consumer surveys. The conventional model of how people answer such questions and how response errors occur has presumed that respondents recall and enumerate specific behavioral episodes. Recent laboratory research, however, has shown that respondents use a variety of processes in answering such questions. Results of this study confirm this finding in a field setting and show that task conditions impact response formulation processes. These results indicate that new models are needed for complete understanding of response errors in frequency data for a variety of behaviors of interest to consumer researchers.