Sources of bias in health commission and tobacco industry surveys in Australia

Abstract

Abstract Recently, the attitudes held by Australians towards tobacco company advertising and sponsorship have become the focus of much public discussion and the concern of psychological researchers and opinion pollsters. Community attitude surveys have been commissioned by both supporters and opponents of the tobacco industry. Paradoxically, the data obtained from these surveys allow each protagonist to state that the majority of Australians agree with their viewpoint The present authors have identified several sources of possible bias in two surveys as causes of contradictory research findings. A questionnaire was designed which attempted to reduce the sources of bias and which incorporated other methodological refinements. The data obtained highlight how the form of the questions may substantially influence responses in attitude surveys.