General and Specific Question Sequence Effects in Satisfaction Surveys: Integrating Directional and Correlational Effects

Researchers investigate relationships between well-being variables and the antecedents to well-being by examining statistical results from survey data. A common measurement approach in survey designs is to include measures of more specific aspects (i.e., facets) and more global assessments of well-being in the same survey. Research shows, however, that the sequence of specific and general measures within the survey affects the magnitude of relationships between specific and general measures. In the current study, we extend such general-specific sequence research by offering an alternative explanation for the occurrence of such sequence effects. Specifically, we propose that having the specific measure before the more general one can shift the mean-level of the specific measure toward the extremes, thereby yielding restricted variance and, ultimately, attenuated correlations between the two measures. We test our proposal on two separate samples examining job-related well-being. Our findings show that the general-specific measure relationship is stronger and the mean-level of satisfaction is lower when the general measure is read first. Our findings suggest important theoretical implications for the study and measurement of well-being. Most importantly, our study suggests that placing general measures before specific measures could avoid sequence-related bias. Copyright Springer Science+Business Media Dordrecht 2013