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Abstract:
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Self-anchoring scales were first mentioned in the 60s as rating instruments for which the end anchors are defined by the respondent himself, based on his own assumptions, perceptions, goals and values. The uses of such scales are legion and they were found very useful to reduce measurement bias in cross-cultural research. In this study we investigate whether contextual influences can be lessened or eliminated by using self-anchored scales. For this purpose a similar experiment as the one by Couper et al (2004), in which they manipulate images placed in a web survey, was conducted. We hypothesize that self anchoring scales can reduce contextual bias since defining the scale typically requires recollection of several, affectively opposing, exemplary situations. The second part of the study investigates the impact of self-anchoring scales on nonparticipation and drop-out in surveys.
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