8. Making changes in wording in general. 7. Making misleading interpretations a. Adding another dimension in one of the possible responses. b. Adding another dimension in the question itself. c. Analysis - grouping neutral responses with extreme responses. 6. Leading the respondent by stating an opinion or judgment in the question. 5. Educating the user in only part of the truth 4. Not allowing for shades of opinion 3. Steering the respondent to the desired answer (e.g., using only "approve" rather than "approve or disapprove") 2. Loading a question by using a word or a phrase that elicits the desired response and diverts attention from the real issue.(e.g., "communist") 1. Sequencing of questions so as to influence the answers of following questions by previous questions. WAYS OF BIASING ANSWERS AND RESULTS:

5. Educating the user in only part of the truth [Committee on the Present Danger] The Soviet Union has made a modern bomber called the “Backfire” which is capable of attacking the U.S. with nuclear weapons. If the proposed SALT treaty does not count the “Backfire” bomber as a Soviet strategic nuclear delivery system, would you then be: 1. Definitely opposed to the Treaty 2. Somewhat inclined to oppose the Treaty 3. In support of the Treaty, nevertheless 4. Don’t know/ no opinion

5. Educating the user in only part of the truth [Committee on the Present Danger] The Soviet Union has made a modern bomber called the “Backfire” which is capable of attacking the U.S. with nuclear weapons. If the proposed SALT treaty does not count the “Backfire” bomber as a Soviet strategic nuclear delivery system, would you then be: 1. Definitely opposed to the Treaty 2. Somewhat inclined to oppose the Treaty 3. In support of the Treaty, nevertheless 4. Don’t know/ no opinion

6. Leading the respondent by stating an opinion or judgment in the question. [Americans Against Union Control of Government] Do you believe if military unions were allowed, union bosses would use strikes or work “slow downs” to achieve their ends as police and firemen have since they have been unionized? [Business Roundtable] Those in favor of setting up an additional federal consumer protection agency on top of the other agencies say it is needed because the agencies we have are not getting the job done themselves. Those who oppose setting up the additional agency say that we already have plenty of government agencies to protect consumers and it is just a matter of making them work better…. Do you favor setting up an additional consumer protection agency over all others, or do you favor doing what is necessary to make the agencies we now have more effective in protecting consumer interests?

6. Leading the respondent by stating an opinion or judgment in the question. [Americans Against Union Control of Government] Do you believe if military unions were allowed, union bosses would use strikes or work “slow downs” to achieve their ends as police and firemen have since they have been unionized? [Business Roundtable] Those in favor of setting up an additional federal consumer protection agency on top of the other agencies say it is needed because the agencies we have are not getting the job done themselves. Those who oppose setting up the additional agency say that we already have plenty of government agencies to protect consumers and it is just a matter of making them work better…. Do you favor setting up an additional consumer protection agency over all others, or do you favor doing what is necessary to make the agencies we now have more effective in protecting consumer interests?

7 a. Making misleading interpretations Adding another dimension in one of the possible responses. [COMMITTEE ON THE PRESENT DANGER] The United States is now negotiating a strategic arms agreement with the Soviet Union in what is known as SALT II. Which of the following statements is closest to your opinion on these negotiations: a) I strongly support SALT II b) SALT II is somewhat disappointing, but on balance I would have to support it. c) I would like to see more protection for the United States before I would be ready to support SALT II d) I strongly oppose the SALT II arms agreement with the Russians e) I Don’t know enough about the SALT II treaty to have an opinion yet 8.3% 11.7% 41.7% 8.6% 29.6% If we combine responses c and d, 50.3% oppose SALT II

7 b. Adding another dimension in the question itself [Americans for SALT] As you may know, the SALT agreement is an agreement between the United States and the Soviet Union for both to limit their ability to fight a nuclear war. Would you say you favor or oppose such a treaty? In Favor Opposed Don’t Know 69% 27% 4% Now only 27% are opposed to SALT II Treaty

7 c. Analysis – Grouping neutral responses with extreme responses [NATIONAL RIFLE ASSOCIATION] In general, would you say there are already too many laws governing the possession and use of firearms, the present laws are about right, or that we need more such laws ? n Already too many n About right n Need more n Don’t know 13% 41% 44% 2% NRA [opposes gun control]: 54% majority who see no need for more laws governing the possession & use of firearms Gun Control Advocates: 44% of those surveyed believed we need more laws controlling possession & use of guns versus only 13% who think we need fewer

8. Making Changes in the Wording in General [NATIONAL RIFLE ASSOCIATION] A national gun registration program might well eventually lead to the confiscation of registered firearms by the government  Agree strongly  Agree  Disagree  Disagree strongly [CENTER FOR THE STUDY AND PREVENTION OF HANDGUN VIOLENCE] Would you agree or disagree?: The only way to control handguns is by federal law; state laws which allow them to be purchased in some states and not in others are ineffective.  Agree  Disagree  Don’t know 12% 39% 41% 8% 16% 14% 70% 51% oppose 70% in favor

[OPINION RESEARCH] Do you favor the United States continuing its ownership and control of the Panama Canal, or do you favor turning ownership and control of the Panama Canal over to the Republic of Panama?  In favor of retaining control  In favor of giving it up [GALLUP POLL] The treaties would give Panama full control over the Panama Canal and the Canal zone by year 2000, but the United States would retain the right to defend the Canal against a third nation. Do you favor or oppose these treaties between the U.S. and Panama?  Favor treaties  Opposed to treaties ( i.e. retain control) 72% 19%37% 43%

Q) Does advertising lower or raise prices? The wording of the question influences the answer. Consumer Attitude Toward Distribution The consumer must pay more for goods because of advertising.  No  Yes  Doubtful  No answer Advertising may cause the consumer to pay less for a product than if it were not advertised because it increases sales and makes it possible to cut the cost of production and marketing.  Yes  No  Doubtful  No answer ( Source: Americans & advertising, by Stephen Greyser & Raymond Bauer)