Abstract
This paper reviews reasons for preferring a short-item format over traditional statement-form questions in the measurement of personality characteristics that underline social attitude patterns. In particular, it is argued that this approach is better able to separate item content from item context. The confusion of attitude position with response artefacts has in the past led to misunderstandings concerning the structure of social attitudes. Wilson-Patterson questionnaires are easy for Ss to complete, show high reliability and construct validity, are relatively free of acquiescence response bias and social desirability effects and are readily for cross-cultural comparisons.
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