About the Author
NORMAN M. BRADBURN is senior vice president for National Opinion Research. He is the Tiffany and Margaret Blake Distinguished Service professor in the department of psychology and the Harris Graduate School of Public Policy Studies at the University of Chicago.
NORBERT SCHWARZ is professor of psychology at the University of Michigan, Ann Arbor, and a research scientist at the survey research center of Michigan's Institute for Social Research. With Seymour Sudman he wrote Context Effects in Social and Psychological Research (1992), Autobiographical Memory and the Validity of Retrospective Reports (1994).