Interpretation and interview context: examining the General Social Survey name generator using cognitive methods

Abstract

This paper reports on a small (N=50) study of how survey respondents interpret the General Social Survey (GSS)'s “discuss important matters” name generator. The study involved concurrent think-aloud interviews, in which respondents were debriefed about their thought processes immediately after answering the name generator. Analyses of these responses indicate that some respondents had difficulty in specifying what was meant by the term “important matters”; sizable minorities understood the question in terms of frequency of contact or intimacy rather than in terms of specific social exchanges. Most of those interviewed said that their “important matters” had to do with personal/intimate relationships or other issues of personal life (e.g., finances, hobbies, or health), but appreciable numbers referred to work and political discussions. An interview context experiment revealed that a respondent's definition of “important matters” can be shaped by the substantive content of the preceding parts of an interview schedule. Notwithstanding these findings, the composition of the networks elicited in the study does not appear to vary substantially across interpretations of the name generator. We conclude that the name generator succeeds in measuring “core” discussion networks, though with somewhat nonspecific content. Implications for the measurement of personal networks in sample surveys are discussed.