誤差的影響，更常因問卷中題臣灰摩(question order) 的不同，而導
有所差異，對於吾人在問卷設計及胞測應能提供助益。 Contemporary business management often relies on the market
information to make crucial decisions. Therefore, the validity of
data from survey has great impact on the quality of the decisions.
However, the outcome of survey is not only influenced by the
sampling errors, but also by the question order. It is well
documented in the western literature about the question order
effects on the subjects' responses. Whether this response effect is
generalizable to other cultures has not gained sufficient attention
in the literature. This study took an initial step to test the ques.
tion order effect on the Taiwanese respondents' answers. The
results indicated that consistent with the western research, the
specific question was free from its placement but the general
question was affected by the question sequence. N evertheless, the
direction of the response effect was just opposite. Taiwanese
respondents tend to include the specific information when answering
a following general question, while the western respondents
tend to subtract it. The differences in the response pattern
could be attributed to the distinct communication style between
cultures. The implication derived from this research could be
beneficial to the questionnaire and survey implementation.