Reactivity

Reactivity occurs when the subject of the study (e.g. survey respondent) is affected either by the instruments of the study or the individuals conducting the study in a way that changes whatever is being measured. In survey research, the term reactivity applies when the individual's response is influenced by some part of the survey instrument (e.g. an item on a questionnaire); the interviewer; the survey organization sponsor conducting the study, or both; or the environment where the survey is taking place. For example, the respondent may respond positively or negatively based on the interviewer's reactions to the answer. A smile, nod, frown, or laugh may alter how the subject chooses to respond to subsequent questions. Deliberate or accidental, the actions of the interviewer administering the survey instrument may affect the subject's response.

A second instance of reactivity is when the subject reacts to the instrument itself. An example of this is respondents who respond to questions based on how they wish to see themselves or the environment in which they are completing the survey, rather than answering accurately. The same subjects may answer the same questions differently depending on where the survey was completed—for instance, in a homeless shelter or a country club. Respondents especially may be sensitive to their sincere answers that are widely opposed or criticized. Whether deliberate or unintentional, the actions of the interviewer, the environment of the survey, or the survey instrument itself may affect the accuracy of the subject's response.

Reactivity is undesirable in social science research because it decreases the validity and veracity of the project's results. Unless the subject's response to the environment, the survey instrument, or the experimenter is the focus of the study, these stimuli may introduce nonreplicable and confusing effects into a research project. Loss of validity results from miscalculating the impact of parts of the project unrelated to the research question. The research project then drives the response from the subject, and the survey instrument reflects the faults of the study instead of the accurate answers of the respondent.

To avoid the problem of reactivity, a researcher begins with a sound research design. There are three ways to reduce reactivity in a survey. First, when designing the project, a researcher must be aware of how different individuals may react to different aspects of the research experience. Depending on the group under study, cultural, economic, and other social differences may yield unwanted results based on some parts of the questionnaire. Whenever possible, the research should also guard against environmental [Page 695]factors influencing the respondent. Second, a researcher needs to review the work of other analysts and investigate problems in other scholarly research projects. By taking note of the faults of other studies, researchers can avoid or remove similar difficulties in their own work. Finally, each interviewer must be well trained and monitored. The research design should include interviewer guidelines for behavior and demeanor when they are conducting the survey. Controlling these three areas of the study will reduce the likelihood of reactivity effects and thereby strengthen the external validity of the research project.

...