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First equals most important? Order effects in vignette-based measurement
Non-technical summaryVignettes are increasingly used in social science surveys, to measure how people make decisions and what determines their attitudes. A vignette typically describes a hypothetical situation or object, about which respondents are asked to make a judgment. The object is described as having various characteristics. For example in our research, the vignettes describe full-time employees. The characteristics of the vignettes are experimentally varied, so that researchers can estimate the impact of individual characteristics on respondents'judgments. In our research we use vignettes to investigate which characteristics of an employee, or the organization they are working for, should determine how much they earn, in order for their earnings to be judged as fair. Our results show that strong order effects can occur, which alter conclusions about which characteristics respondents think should determine how much an employee earns. The order however only matters when the vignettes are complex, that is, when employees are described with 12 rather than 8 different characteristics -or when respondents are asked two questions about each vignette rather than just one. Order effects are more likely for respondents who have little knowledge or weak attitudes about the topic the vignettes are describing. Contrary to expectations respondents' cognitive ability did not appear to matter. The results have implications for how best to design vignettes, in order to avoid order effects that could impact results.
First equals most important?Order effects in vignette-based measurement Katrin Auspurg (University of Konstanz) and Annette Jäckle (University of Essex)
AbstractA vignette typically describes a hypothetical situation or object which respondents are asked to judge. The object is described as having different dimensions, the values of which are experimentally varied, so that their impact on respondents' judgments can be estimated. We examine 1) whether the order in which dimensions are presented impacts estimates, and 2) under which conditions order effects are mostly likely. Using data from a web survey of students we analyze several possible conditions: features of the vignette design, characteristics of respondents, and interactions between these. Our results show that strong order effects can occur, but only when the vignettes are complex.