On the danger of priming in surveys

πŸ’Ž On the danger of priming in surveys (beware inflated responses)

The responses to questions can also be influenced by what has been asked beforehand, a process known as priming. Official surveys of wellbeing estimate that around 10% of young people in the UK consider themselves lonely, but an online questionnaire by the BBC found the far higher proportion of 42% among those choosing to answer. This figure may have been inflated by two factors: the self-reported nature of the voluntary ‘survey’, and the fact that the question about loneliness had been preceded by a long series of enquires as to whether the respondent in general felt a lack of companionship, isolated, left out, and so on, all of which might have primed them to give a positive response to the crucial question of feeling lonely.

Excerpt from: The Art of Statistics: Learning from Data by David Spiegelhalter

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