Amount and direction of bias in survey interviewing

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Abstract
The purpose of this paper is to suggest a convenient method to measure the amount and direction of bias in survey interviewing. Repeating a central question at the beginning and end of a thematic interview permits one readily to establish the amount of change admitted by the respondents — presumably as a result of the interview experience. In the current study on gambling attitudes and behaviour the following findings are reported: 1 About one in six respondents changed their attitudes toward the casino in the course of the interview; 2 Positive and negative change was balanced suggesting a fair interview schedule; 3 Young respondents were least likely to change their mind; 4 Respondents with less than 10 years of education were most likely to change; 5 Gender, political ideology and religious commitment were not related to proclivity to change; 6 Interviewers' attitudes toward the casino did not influence the respondents' attitudes toward it; We recommend the inclusion of such testing strategies in all thematic interviews.

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