modei-based predicted victimization rates that were adjusted
for the effects af the survey measurement canditicens.
These types af estimation techniques combined with

sment techniques built inte the interview have

quality ag
potential far impreving the results from the CES. CAPT
interview methods could be used ta permit. randem assignment of
alternate versions of the questicnmnaire across househalds. Tn
[In additican, items needed for quality scales such as thase
that were develaped by Tucker for the diary caompenent, could
pe imbedded into the interview. Such scales could alsa be
used to guide the interview process. For example, a very

ed the interview conditions cauld be

Simple scale that as
used te direct the interviewer ta anly ask certain questians.
Are you conducting the interview while standing on the proach

the previously interviewed respandent

in the rain?
available? Did the CU save any receipts? Have there been any

major changes in the CU in terms of persans living there of

iiving conaitians? Answers ta simple questions like th

could be used ta adjust the interview sca that the m

spate data could be collected given the

important and mest ac

tal

survey interview conditians. el te ely. they ceuld be us

in the estimation pcocess ta adjust for the survey conditians,

Of course this could net be implemented tomar
even next week. Determining what te include in the scales,
how ta adjust the interviews. and sca an would and sheuld be an
engeing process that 1s imbedded inte the entire survey
pragram. Research inte recall, compliance, interviewer

behavior, referecnce pericds, question wordings, questiannaire


13

recorded.

It is passible that some respondents would agree ta
have obtservatians canducted in the home. The cbhserver could
make an appointment ta came by at the time the respondent was
recording the day’s expenses. Anather way af getting respanse
protecols in the hame would be te previde the respondent with
a recorder and ask them ta provide the pratecal te the
recorder. This would have ta be tested first ta see if it
would work.

A goed way of envalving the analysts in the design
of the questionnaires wauld be to have them provide respanse
pratecals for bath the diary and the interview. This would
give them insight inte the types of thinking that go on during

the response process.

ay RECALL EXPERIMENTS. The diary sample would provide

a good vehicle for some recall experiments. A subset af

4 People wha had completed diaries could be visited at later

yAtimes-~1 week. tL manth., and 3 menths--and the same information

collected by recall. To increase the value of this

experiments, BLS might want tc design an experimental dia

that included mere of the items con the interview. Respendents

whe had recerded intermation in the diary could be expected
have better recall than the general respondent because the act
af recording the purchase would make it mere memorable:
however, the results would place limits on the recall
abilities of respondents. In addition, one cauld have several

members cf the househald participate in the experiment. One


23

REFERENCES

Study of Respons

Neter, John and Joesph Waksberg (1964) "A
' JAS

Errors in Expenditures Data from Heushold Interviews,
Vol. 59, pp 18-55.

LavVangey Lisa M. and Ralph &. Folsom (1985) "“Regressian
Estimates af rvey Operations Effects: Adjustments far
Nonsampling Bias," Proceeding of the ASA 1985.



geod idea cf how or a plan for the way we were spending cur
money. We have started menitering cur expenditures and are
spending less--particulary for small miscellanecus items. De
ethers da this? Could this cantirbute ta the decline in
expenditures aver the reperting pericds? This cauld be

/ investigated by having the interviewers ask the respendents

whether they had changed their behavicr since the previcus

interview.

1.2 Current BLS/CES Research and Future Flans

This section presents a few theaughts in reaction te
the research that has been conducted and plans for future
research. It is apparent that BLS is concerned with the
quality of the data and committed tc impravements. The
experiments conducted by C. Tucker in connectian with the
diary campenent are particularly innevative. The idea af

having measures af response quality built inta the wmvey and

using them te make adjustments in the survey estimates is

being investigated in a variety of settings and

yaining
acceptance. The scales that are created fram the diary have
the potential to form the basis for such an adjustment

precedure. Game of the experiments could be more valuable if

there was a means for assessing the true number «of and values

ef expenditures, although, this is of course difficult ta dao.

I have some reservatiaons about the field experiment

Plarmed far the redesign. If IT understand the experiment


structures etc. would all need tc be ongoing. However, it
seems that the time to Start working on same really innavative

approaches is now.

2.0 Current Pepulaticon Survey

The report by the task force was excellent and verv
complete. T have been able ta think af few comments, however,

here are the few:

The schedule seems protracted. T think it would be
worthwile te beqin with same group sessions and respanse
protocols immediately.

The research should focus on unusual situations.
Persons with a single jcb probably have few problems with the
questicannaire. Focus on peaple wha are likely te shift in
their classification.

The principle of making ail questions explicit is
EXCELLENT. However. the first question of the revised
Questionnaire viclates this principle since 14 allows for a
response net included in the question.

T locked at the revised questions and tried ta
imagine several pecpie I know answering them. [ think several
situatians would slig by with the current questicnnaire.

These include a woman whe runs a catering business fram her
heme. a woman who keeps the beaks for her family farm and alsa
works at a partime icb, and a woman whe works full time at RTT

and alsa runs a small farmang business. T have developed a


ZL

WORKED LAST WEER AT A JOH... eee cece eee eee Yes...No

VERIFY INFORMATION SAYING:
EXAMPLES:

T have vrecarded that you worked at a job last week and that
yeu usually work at a farm ocr family business. Is this
correct?
T have recorded that last week you worked at a job and at a
family business. Is this correct?
I have recorded that you did not work last week but that you
have a job. Is this carrect?

T have recorded that

usually work in

I have recerded that
dae mat have a job.

AT THIS

WOULD BE ROUTED Ta ¢

a farm aor family

FOINT THERE WOULD BE &S SETS Ol
c

last week but that vou
Is this carrect?

set work
business.

you did

you did nat work last week and that you

Is this correct?

QUESTIONS THAT PEGFLE

F
DING TO THE CLASSIFICATION AROVE:

SET 1: NO JOR. FARM OR BUSINESS
SET @: WORKED LAST WEER--ONE JOR (GR ONE FARM OR BUSINESS)
SET 4G: NO WORK LAST WEER--ONE JOR (OR ONE FARM OR BUSINESS)
SET 4: WORKED LAST WEER--MORE THAN ONE JOB (OR AT LEAST ONE JOR
AND A FARM GOR BUSINESS)
SET &: 6G WORF LAST--MORE THAN ONE JOR (OR AT LEAST ONE JOB AND
A FARM OR BUSINESS)
implement this on the CATI system ar an a CAPT

Tt would be easy ta
eystem.


|

it

should caver only some key items that would alaw one ta da a
good jeb of adjusting for the remaining missing data.

The interviewer’s task needs tc he simplified. My
interviewer. whe seemed te be experienced and proefessianals
seemed ta spend a lot of time in bookkeeping
operatians--recarding here and theres copying infarmatian from
ene place ta another, and sa on. In addition, when there was
same questicn as te whether ar nat IT was te report some
Particular types of expenses. she would ask me a series af
“diranastic" questions the answers tao which caused her ta
decide te include or net include seme item. For examples we
spent same time trying te decide whether the basement in cur
heuse was full or partial, whether [ was ta report for rental
properties that were investments but in which cur children wha
are envelled in college are alsa resident. and whether the way
an which the callege children’s Living expenses are paid far
constituted an expenses for cur CU. There is nething in the
interview that recerds the decisicns that were made as a
result of tnese questions. Several af these decisians were

eratical ta the type ef data tnat were callected.

/
a \ Given the complexity of the interviewing task. I

ny
US

\

think that BLS should seriously consider maving ta Computer
Assisted Persanal Interviwing (CAPT?) in which the interviewer
iS provided with a camputer which she takes intc the home.
This computer could be programmed te take care af the
beckkeeping tasks--skip patterns. checks on previcus rounds af

reports, and sc on. This would free the interviewer te focus

an the respondent/interviewer interaction and tc assist the


respondent dees everything else.

vA I think that the entire complex af activities that a

’ Cu wauld be required ta complete in order tae give accurate
‘ data should be sketched cut. This, I believe: will reveal
that, for many itemss at best approximate answers cr general
mpressicens are being collected. And the degree to which data
are approximate will vary greatly from CU te CU. Variatian
acrass CUs in the quality af the information may be a nore
sericus preblem than just seme level of inaccurate reporting
that tends ta affect all CUs in a similar manner. This is
because of the deterimental impact that such variation will
have on relational analyses.
After considering this complex of activities that

endent, the researchers shouia

are required te o@ a "geced" re
consider medifying the measurement process. Maybe accurate
data are not needed for each item. Modification af the
measurement process would entail disceavering what respondents
\ can reasonably be expected ta da, what they can (and wilid da

oS. well. and then designing the measurement process ta

espondent. This will

accommodate ta the abilities of the c

require experimentation. and a series af laboratory studie

“ would be ideal for investigating the capabilities of

respondents.

May TB

Redesiqning the measurement proce
different measurement methed far different types of Clis, Far
example, in terms cf tne telephone items. I would much rather
save my 6ill and hand it cver ta the interviewer ta tally~-or

be given a form that I could fill cut at the time that I


should always be dane from a total survey
design appreach which means keeping in mind
the effect an tatal errar of decisions that
are made about individual campanents.

Based upon this crientatian, my ideas as ta the

research agenda for the CES are as follaws:

REEVALUATE THE SCOPE OF THE SURVEY. The ertire set
of characteristics needs ta be examined ta determine if it can
be reduced in saomé way. Some questians need tc be answered,
such ass

Whe are the end users of the data? Da

they meed the entire complex of information
that is currently contained in the interview?

are there better ar alternate ways of
meeting the analysis qeals af same of the
users other than collecting interview data?
What are the required levels af accuracy
for each ef the information items?
Are these levels currently being met?
The answers ta these gquesticens may provide same
insights inte ways in which the sccepe of the interview could

be reduced.

FORMS APPRASTAL. Ceanduct a “forms apprasial" te
determine where tc direct the research efforts. Consider woat
types of errors can occur and the sericusness af each in terms
af meeting the analytic objectives af the survey. Far
example, is failure te recall an item entirely mare sericus
than failure te correclty place it in time aor te recall the
cest of the item. Alternately reperting items that should not

be reported may be sericus since it can preduce averestimates.


correctly, it basically repeats the the experiment conducted
by Neter and Waksberg (1964) with the ‘addition of a
yandemization af tne sectians te measure fatigue effects.
While the plans are sound; the I think that we might already
knew what the cutceme is. Reduced respondent burden and
reduced recall pericds will seem tc be related ta better
reporting. Given that these are likely results. what
decisions will be made based upon these results? It might be
better ta ge ahead and same make these decisicns now and focus
on the what changes need te be made in the survey ta meet the
goals of better data. Fresumedly this would consist of
identifying the best data collection protecel for each type of
atem censidering the accuracy that 18 needed ta mat the
analytic cbjectives af the survey. The next section discusses

an appreach te the redesign.

1.3 Assessment cf the Gverall Survey Design

Mach of this discussion is based cn the following

assumptions and beliefs:

i. The response task inherent ta the CES is
enormous and a large rumber of respondents
have difficulty with the task.

@. That many veserachers whe use survey data have
never faced up te the difficulty of obtaining
survey measurements by asking questions, This
tS met true of just BLS but of ather call?)
surveys. For example, cone researcher wanted

te find about the psyche-seocial functioning of
certain family members and asked the family
informant "How would you rate the
psycne-sacial functioning of an

3. That survey design (and survey madificatians)


respondent in the response task. In addition, CAPT weuld make
it pessible ta implement same of the innevations in the
measurement process that have been suggested. Tt would be
easy ta randomize the order of the sections, te build in
different types ef questians that are directly related ta the
Particular type of CU that is being interviewed. ta
standardize and recerd the answers ta same of the questicans
that the interviewer asks in order ta determine if samething
sheuld be reperted. Questions on whether cr nat the
respondent bought an airplane could be automatically skipped
in some househalds.

The idea of using CAPT in the interview brings me ta
my last point and that is changing the design cf the survey
and the estimation gracedures sa that the quality of each
interview is assessed and that this information 15 used in the

production of statistics fram the survey.

EMBEDDING GUALITY ASSESSMENT INTO THE

OCESS. #& mumber of studies have shown that response quality

varies with characteristics of the interview and the

respondent. Tucker's studies an the diary are an ample.
Lavange and Falseam :1985) reported on the use ef reqressian
estimates of the effect of interview characteristics te adjust
for nonsampling errors in the National Crime Survey. They
investigated reporting asscciated with foward telesceaping,
time lag between interview month and menth of victimizations

ceonditiconing effects, proxy interviews, telephone interviews

and heuseheld interviews. Methods were propased for preducing


total basic service charges which may entail adding acrass

veral items, totals for taxes and long distance calls,

calculate the amount that will be deducted as a business
expense and calculate the percentage, This is a large
departure from opening up the telepnene bill. scanning it far
errersS, writing the check, tessing the bill and enclased
flyers inte the trash, and telling the children cr spouse that
their leng distance charges are cut of line.

Backs and entertainment expenses is anather item
which adequate response would require a cansiderable change in
behavicr. In cur family, and in a lot af athers I suspect,
beokS. magazines, movies. and sca ans are “packet-maney”
expenses--if you have some money in your pocket you buy 2
book, papers or magazine. This centinues, fer the children.
until the funds nave all been spent. Whether cr not one buys
fhe items on dismiayv at the checkout ccounter is dependent upon
the length af the Line and what looks interesting. That is
why they put them there. What family can exercise enough
control sa that each child will keep a G month tally of his ar
her expenses for such and report it to the family informant in
time for the interview.

Many cther items similarly require meting and
Menitering things that one dees not usually manitor,. Thus.
the respondent is required ta make the measurements far the
researcher preferming tasks such as retaining recerds, making
tallies by categaryv, making allocations acress time by
category and (seametimes) by person. and calculating ameunts

and percentages. The interviewer asks about each items the


March 1@, 1987

a: Cathy Dippe aa
vom: Judy Lesster JUcUb<
ubject: BLS Conference Repert

At long last my repart. IT enjoyed the conterence and thinking
daout the two surveys. Thanks very much far inviting me.

tT hope that BLS will develap same activities that could be
conducted under contract since I am very interested in working in this
area.


I

the field testing/study stage.

In additions, I think that BLS should begin tea
investigate methads fer building quality scales inte the
interview that cauld be used ta adjust the estimates and ar

the measurement process.

1.4 Ideas far alternate measurement metheds and

experiments

This secticn presents some ideas of experiments that
BLS could cenduct and alternate measurement methads that could

be considered.

INITIGL OBSERVATIONAL STUDIES. There are a series

ef interesting cbservational studies that could be canducted.

Some respendents ceuld be asked tc provide response protace
(think-aloud interviews) far sections of the interview survey.
This could be people whe have never participated in tne
Survey. In addition, visiting same peaple whe have been in
the survey and interviewing them about haw they answered the
questiaons would be interesting.

Some observations of diary respondents would be
interesting. The alternate smaller diaries that were handed
out at the January meeting have made major changes in the
response task. It 15 easier in that the respondent is net
reguired ta list items: hcawever., it is much harder in that
respondents are required te group items by category and then

add up the cast af the items in that categcry. This would


epened the bill se I would mat have ta save the 5111 and could

\ sy da the recarding at my convenience--cr have the telephone
\ y icompany send a copy of the bill to BLS.
\ yn A different measurement pracess for different CUs

ia fe could entail different wasys ta collect the same data, and it
alsa could entail having different subsets of data far
different respondents. This would reguire an estimatian
method that accents for these differences.

EMBED QUALITY MEASUREMENT IN THE SURVEY. The survey
evaluation and redesign shauld be an ongoing effart.
Iterative testing precedures and metheds far cantinualily
t Jronitering the results ceuld be employed. For example, same

portion af tne sample (cr a supplementary sample) could be
‘ ywdesignated for intensive study each year. A section af the
yriterview Car diary? ceuld be studied each year sa that aver
ome pericad all components have been studied. Far examples
cone year BLS might want te focus con the respondents”
Understanding ef the concepts and their general benavier., such
5 Ave their ideas of a Cu. the time pericd for reporting. what
\ us they think they should repart. their reactions ta the
/ interviews their changes in benavicr, and sc an. Amether vear
A might be devoted tc studying the secticon on utilities, another

oon.

”

we)
( the daily diary and
Each component studied might envolve a ga year cycle.

/ Qne vear for planning and jaberatearyv studies. one year for

Field studies, and cne fer analysis and modifications in the

H instruments. Each year, hewever, same campenent would be in


ae
\ '
iy
Aan example is when the respondent is confused as ta whether
certain casts are associated with his or her consumer unit.

During the forms appraisal ene should consider variation by

type cf item, type of respondent, difficulty of recall, self

versus proxy response, and the balance between the recall

survey and the diary survey. One culd speculate aon the

effect of these differences on the results.

ADAPT MEASUREMENTS TO RESPONDENTS. Consider how the
measurement pracess can be adapted ta the respondent and the
structure oF the CU. The needs and compentency cof the
respendents need ta be balanced against the goals «af the
researchers. Other ways of getting the data sheuld be
considered. For examples could same items be gathered by
merely nating the fact of purchase and others include the cast

this are presented

and time at which purchased. Same ideas
in the section 1.4. Currently the burden «ft making the
measurements needed far the survey 1s placed upon the
respondent. He cr she has toe recall the purchase. place it in

ms within the CU. and report the

time. allocated it ta

cost. This requires menitering behavicr in ways that

are umuisual.

Juet consider what is necessary to provide good data
for the telephone expenses question. At ne cost ta the
government, cone must retain each telephene bill for up te 3
months, must nate the menth in which the bill was received
which may be different from the month issued, must. upon

arrival of the interviewer, examine each bill te determine the


20a.

B0b.

@lb.

22.

23.

revised set of beginning questions that I think weuld find
these situations. They are as follows:

Alternate wordings:

Dees anyone in your hauseheld cperate a farm ar their awn
business?

OL EASK 20b])
o2 [60 TO 21)

YRS.
Nees

Last week, did you de any work at all for this farm ar this
business?

Yes...O1 (GO TO 21]
Now. -.O8@ CASK Bic]

De you usually work da work for this farm ar business?

Last week did you have a tanether) jab?

O1 CASE @ibd
22 €60 TO 23)

Did you fave more than one job last week. This could be a
Bart-time job or a weekend job? Do net count jobs from which
you are an layoff.

2O1 CASK 2te]
2-028 £60 TQ @27

How many jobs did you have?
23 4+

LSST WEEK, did you do any werk at all at yeur job Cany ef your
jobs)?

Yes...01
Nea ee OS

INTERVIEWER CHECK ITEM
USUALLY WORES AT A FARM GR FAMILY BUSINESS...Yes....Ne
WORKED LAST WEER IN THIS FARM OR BUSINESS...Yes...No

HAD AT LEAST ONE JOR...
HAD MORE THAN ONE JOB. .



10) and Thanksgiving as landmark events.

To alsa did not knew the cost asscciated with of 4
large number cf the expenditures since my husband pays a goad
number of the bills and I am unaware of his cut-af-pocket
expenses for food, telephone cails, haircuts, and sa an, The
interviewer indicated that if cur CU was truly a member cf the
sample that she would call back ta get the value of the
expenses that I did not know.

Io cencluded that I was net a geod respondent. I had
difficulty recalling expenditures and their assceciated casts.
difficulty deciding what tc report, problems placing things in
time (although Io am pretty sure that T had them correctly
Placed in relation ta the two landmark events), and did nat
have knowledge af some events. T alsa got tired and ended the
interview early--same 3.5 hours after begirming.

Neat ewery respondent will experience this
difficulty. If I had been interviewed on August 15. 1,

as there

elf, would nave had a much easier response ta

woudid have been na scheel., clothing, partys or Christmas
expenses to repart. However. my difficulty nas important
implications to the survey. When there is a great deal ta

ater difficulties and greater errar in the

repert there are q
reperts. The quality of data for specific times af the year
may vary.

One interesting thing has cccurred since I
participated in the survey which might have same implication
te the decline in reeorts seen cover the reporting pericd. Gur

CU changed its behavicr. We reasaned that we did not have a


member could de ali of the recarding and each ccauld be
interviewed at a later date. [In addigéicon, ane could have the
respondents rate their ability te recall items and see if that

‘tual recall ace

acy.

1s related ta the the

periment would be te

Aancther interesting recall

try and get same idea af how the recall task is best

approached. , Is it better to recall abt-iteme pr
ae a

atempting te place the purchases ‘allecate them tc

——

persens. and recall their casts. A qreup of pe
Cee
the purchases were known could be asked ta prefarm the task is

sans for whem

different wave and the number of events recalled under gach

T found the item lists very

¢enaric ceuld be determined

heloful for cueing recall. It might be advantageaus to give

ditead Acwn

that had been purchased. The

eo

at

checking

think-atoud-imbervrews weld give same ideas as ta haw the

ko ard hew questioning

respondents apprcached the recall +

in the

etrategies could he developed ta as

Another interesting experiment would be ta

investigate the errer in recall ef purchass amounts.

timate the amounts

respondents consistently cover ar under es

spent on varicus items? What are the apsclute values

recall errars? It may be that for some items. the recall
errars are sca great that it would be better tea fecus an the
fact of purchase and tc gather costs of the item fram same

ether source. The items in the survey differ accarding ta the

degree ta which the amount paid for the item can vary from CU


yy

ie

oa

le

or her cwn interpetatian af what is important. Longer
interviews might result in higher nonresponse and mare
breakoffs within the interview. However. it might be
worthwhile to explicitly examine the tradecaffs between a fast
paced interview and a more leisurely paced interview. a
number of the experiments that were conducted at NCHS in
connection with its pilet praject aon the use of the cagnitive
laberatery for the design and testing cf questicnnaires seemed
ta dncicate that pace had an impertant effect on the results.
“cl
t

Anather Truitful area of study is “cammitment ta
dive good information" and reinforcing, within the interviews
behaviors that are likely ta be related ta high quality
reporting. Cannell and his colleagues have conducted a number
ef studies that shaw that direct attempts ta set goals far
good reporting and reinforcement in the interview have an

effects have

0

impact on the number cf events reported. Thes

rint always been the same across subgroups of peaeples however.

7

there is enough evidence of pesitive impacts that such

deserve exploeration.

The use of prexy respondents and minimally
coperative respondents is anather area that could be studied.

supervisors whoa was attending the

Qne of the

meeting cammented that in same cases the interviewer was

forced ta canduct the interview while standing on the dear

I question whether, given the reporting task inherent

am this surveys such an interview is worth much. Gne ceuld

expect that an interview conducted under these canditicens


difficult response task faced by a respondent. The
aonterviewer was helpful, friendly, and prefessional. She had
cobvicusly theught about the preblems of that respendents have
and hew good data could be collected.

In spite of the interviewer’s skill, I found the
response task to be encrmous and had seme difficulty
determining what I was te report. Part af the large
respondent burden was a function af the time pericad the
interview was conducted. The periad cavered was fram
September through December 15. 1986. During this pericd cur
consumer unit (CU) nad nad school expenses for 3S children,
major expenditures for clathing (which in cur family are
largely cenfined ta @ mayer shepping trips per year), the
majority of the expenses for Christmas gifts, expenses for the
Lessler Family Birthday Season, and expenses for a trip and
fete in celebration af my parent’s SOth wedding aniversary.
In additioan, we had expenses related ta the destruction of cur
water pump, washing machine. and tractor barn during a large
thunder stram.

in addition, te the recall problems inherent in
having a large number of expenditures ta report, 16 turns cut
that I was attempting ta report living expenses incurred by

the three children that were enralled in callegqe, and did nat

need ta repert these by categary of expense. Twas, and still
am, unclear as ta whether certain expenses are te be reported
when they were incurred cor when tne bills are paid. I had

difficulty determining in which month the expenses cccurred

and made heavy use caf the Soth fete (which occurred on October


COMMENTS AND IDEAS FOR THE BLS RESEARCH AGENDA FOR THE
CONSUMER EXPENDITURE SURVEY AND THE CURRENT FOPULATION SURVEY

This repert comments upon the current BLS research agenda
for the Consumer Expenditure Survey (CES) and the Current
Population Survey (CPS) and presents same ideas in response ta
the two questicans raised by Cathy Dippa at the Guesticnnaire
Design Advisery Canference held aon January 16 and 14, 1987.

Specifically. it considers:

1. What types of research should BLS be
conducting’ and

®. What are the pricrities ameang the varicus
research tepics.

The first section af the repart focuses on the CES.

1.0 Consumer Expenditure Survey

l.i The Experience cof Being Interviewed

Some of the ideas that are included in this report
arise cut af the experience of being interviewed. The
interviewer came ta my office early ene morning. Except for a
few telephone calls, there were few distractions during the
interview se I was able ta concentrate on the interview. The
interviewer decided te conduct the interview that is received
by a replacement household since she said that it was the most

complicated and weuld give me a geod idea ef the mast


require that the respondent have a work sheet ta add the casts

of all fresh vegetables. different types cof paper products,

and se on. This is & considerable increase in difficulty aver

version of the diary. Alse same of the categories

the ather
are net clear--they have etc. aS a qualifier. What gces inte
the '‘etc."?

Respondents are likely toa differ in their
interpetation of what is a member cof a category. Far example,

if cone buys a number of leaves af bread and puts them in the

freercer. are these frozen bakery preducts cr bread

\ nenrefrigerated? What are the “related products” for "ice

Reams frozen yogurt, and related products"? Where dees ane

Rit hushpuppie mix--under "fleur amd prepared flour mixes" or

WV ot under “spaghetti and ather pastas, cornmeal"?
Vo It would be interesting te observe some people

Nk - :
Se Filling cut the fr
Ss

ays

\: \ v« they truly sum prices far all

rm and see few they decide what ta da. Da

items cr de they just list the

a
pit .
price far ane af the items in the category? How geod are they

Ot
; at doing the sume? How da they decide to cateaorize items?

Getting inte the home te chserve tne recerding af the items

\ could be difficult. Several intermediate experiments might
oa f
/ al" fconsist of bringing some pecple in and giving them a pile of
AY X/
aid Vv food and other geeds te receard and cbserve the task. Or one
aA
ito Soutd ask a group of respondents whe have gracery stere

receipts that list the item and cther types of receipts ta

bring these in and cbserve them cempleting the diary. They

sheuld be asked ta tell what’ they were thinking while they

completed the diary, and this sheuld be filmed and/ar


(er

U

d,

ef

v

/| jw

15

tao CU. It 15 net Unreasonable to expect the cast of 4 dress

ta vary by factors of up te 100--ten dellars te 1000 dellars.

Hewever, fear some other items, the cost might not vary

muchs @.g., thread, children’s polyester and cotton underware,

prea sc an. It might be that the recall variablity 18 greater

than the existing price variability cr having the respondent
f

i -

indicate the type of cutlet at which the purchase was made and
then using some other scurce for the average costs af items
would oe more accurate than depending con respondent recall.
This would allow the respondent to fecus on the rmumber af
items purcnased thereby simplfying the recall task. Alsa,

merely indicating whether the cost was within a certain range

might meet the analytic needs of the survey.

THE INTERVIEW PROCESS. There are a number of

factors that have been shawn ta effect the quality af

interviews. Charles Cannell nas conducted a large number af

wt

studies in this area. and I nepe he is menticning them in thi
vepart. However, I will mention a few of these here.

Several af the participants in the conference
indicated that the pace of the interview was excessive and

ened ta Se impatient with the ameaint of

that the interviewer
time that tne respondent was devoting ta atempting to recal

the anfermation. If respondents feel a preceived pressure

be quick, this can lead to a number of assumptions on their

part as ta what they sheuld reneart. This may lead them ta
conclude that approximate answers are all that is needed and

that only impertant things. should be reparted each giving his