This study tested the effect of putting opinion survey items in different positions in a questionnaire. Equivalent samples of 284 and 281 employees in an industrial corporation completed similar questionnaires in which the placement of 46 Likert-type items were reversed. Respondents answered with less extreme responses and were slightly more likely to omit replies when items were placed later in a questionnaire. The findings suggest that comparisons of responses to identical items used in different surveys may be misleading if they appeared in a different position or context.

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Table 2 (selected data). 'H-NMR chemical shifts [a] of la, b and 2a, b [b, c].

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