The Impact of “No Opinion” Response Options on Data Quality

Abstract

According to many seasoned survey researchers, offering a no-opinion option should reduce the pressure to give substantive re- sponses felt by respondents who have no true opinions. By contrast, the survey satisficing perspective suggests that no-opinion options may dis- courage some respondents from doing the cognitive work necessary to report the true opinions they do have.We address these arguments using data from nine experiments carried out in three household surveys. Attraction to no-opinion options was found to be greatest among re- spondents lowest in cognitive skills (as measured by educational at- tainment), among respondents answering secretly instead of orally, for questions asked later in a survey, and among respondents who devoted little effort to the reporting process. The quality of attitude reports ob- tained (as measured by over-time consistency and responsiveness to a question manipulation) was not compromised by the omission of no- opinion options. These results suggest that inclusion of no-opinion op- tions in attitude measures may not enhance data quality and instead may preclude