The Effect of Response Position on Trade Magazine Readership and Usage
研究发现在测量行业杂志读者群时，一般性问题会产生首因效应，但具体评价性问题则不会，这对广告主选择测量方法有参考价值。
A study by Whipple and McManamon (1992) found that one approach of measuring trade magazine readership resulted in bias toward the visual stimuli presented in the first position. This paper expands on their research by examining an aided-recall technique that is more likely to be used by an advertiser to determine readership of trade magazines. Two separate surveys produced similar results. The general readership question produced primacy effects even with a relatively short list of alternatives and no limit on the selection of alternatives. However, the most specific, evaluative question did not produce an order effect.