What happens when you are faced with a list of options but do not have a strong preference? In this episode, I explore how the simple order of a list can nudge a person's choice. I move beyond the idea of favorite flavors to look at the undecided voter and the hungry diner. I examine why being first on a ballot can sway an election by as much as 10 percent in some local races.
I discuss why these order effects are most dangerous in non-partisan elections where voters may not recognize every name on the list. Drawing on the extensive research of Jon Krosnick and others, I explain the difference between the Primacy Effect in written surveys and the Recency Effect in spoken lists. I provide practical solutions for researchers who want to ensure their data is a true reflection of the respondent rather than a fluke of the list order. I also cover randomization techniques and the best way to handle no opinion responses to maintain high data quality.
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