QUESTIONNAIRE FORMAT BIAS - WHEN ARE JUXTAPOSED SCALES APPROPRIATE - A CALL FOR FURTHER RESEARCH

This study examined the use of juxtaposed scales, a type of self-repor t response scale used to study numerous attitudinal and behavioral con cepts. This research is an extension of the exploratory work on the bi as associated with juxtaposed scales begun by Hunt and Miller in 1983. Findings support the hypothesis that juxtaposed scales will elicit di fferent responses than separate scales. When are these differences exp licit and when are they an unwanted bias? Results and attendant discus sion and recommendations are used to call attention to the importance of planning for the method bias which can be created by the use of jux taposed scales.