Before we jump in to explain the data, we should ask how sure we are of the assumptions used in gathering them. Just how reliable are the data, and how were they gathered? (Telephone inquiry, in the case of ARIS, not written questionnaire.) What checks were used to avoid biasing context? What other questions were people asked? How long did it take to conduct the interview? And then there are offbeat questions that might have answers that mattered: What had happened in the news on the day the poll was conducted? Did the interviewer have an accent? And so on.7
Large-scale surveys are expensive to conduct, and nobody spends thousands of dollars gathering data using a casually designed “instrument†(questionnaire). Much research has been devoted to identifying the sources of bias and artifact in survey research. When should you use a simple yes/no question (and don’t forget to include the important “I don’t know†option), and when should you use a five-point Likert scale (such as the familiarIn the course of writing
As it turns out, the people who completed our survey were significantly more educated than the average American, and higher education is associated with lower religiosity. According to the U.S. Census Bureau for 1998, one-quarter of Americans over twenty-five years old have completed their bachelor’s degree, whereas in our sample the corresponding rate was almost two-thirds. (It is hard to say why this was the case, but one possibility is that educated people are more likely to complete a moderately complicated survey.) [p. 79]
But (as my student David Polk pointed out) once self-selection is acknowledged as a serious factor, we should ask the further question: who would take time to fill out such a questionnaire? Probably only those with the strongest beliefs. People who just don’t think religion is important are unlikely to fill out a questionnaire that involves composing answers to questions. Only one out of ten of the people who received the mailed-out survey returned it, a relatively low rate of return, so we can’t draw any interesting conclusions from his 64 percent figure, as he acknowledges (Shermer and Sulloway, in press).9
3 What shall we tell the children?
—Mark Twain
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