Can survey design reduce anchoring bias in recall data? Evidence from Malawi

Godlonton, Susan · Hernandez, Manuel A. · Paz, Cynthia

Nov 2021 · IFPRI Discussion Paper Book 1 · Intl Food Policy Res Inst

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Recall biases in retrospective survey data are widely considered to be pervasive and have important implications for effective agricultural research. In this paper, we leverage the survey design literature and test three strategies to attenuate mental anchoring in retrospective data collection: question order effects, retrieval cues, and aggregate (community) anchoring. We embed a survey design experiment in a longitudinal survey of smallholder farmers in Malawi and focus on anchoring bias in maize production and happiness exploiting differences between recalled and concurrent responses. We find that asking for retrospective data before concurrent data reduces recall bias by approximately 34% for maize production, a meaningful improvement with no increase in survey data collection costs. Retrieval cues are less successful in reducing the bias for maize reports and involve more data collection time, while community anchors can exacerbate the bias. Reversing the order of questions and retrieval cues do not help to ease the bias for happiness reports.

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