Addressing Measurement Errors in Ranking Questions for the Social Sciences

Social scientists often use ranking questions to study people’s opinions and preferences. However, little is understood about the general nature of measurement errors in such questions, let alone their statistical consequences and what researchers can do about them. We introduce a statistical framework to improve ranking data analysis by addressing measurement errors in ranking questions. First, we characterize measurement errors from random responses—arbitrary and meaningless responses based on a wide range of random patterns. We then quantify bias due to random responses, show that the bias may change our conclusion in any direction, and clarify why item order randomization alone does not solve the statistical issue. Next, we introduce our methodology based on two key design-based considerations: item order randomization and the addition of an “anchor” ranking question with known correct answers. They allow researchers to (1) learn about the direction of the bias and (2) estimate the proportion of random responses, enabling our bias-corrected estimators. We illustrate our methods by studying the relative importance of people’s partisan identity compared to their racial, gender, and religious identities in American politics. We find that about 30% of respondents offered random responses and that these responses may affect our substantive conclusions.