Zodpovídání otázek dotazníkového průzkumu: interpretace otázky

The article stands as a first part of a series about the question answering process. The interview situation is defined thru its interactional/communication, cognitive and formal components. The answering process is described in the course of the question interpretation, memories retrieval, making the judgement and editing the answer. The first part of the series concentrates on the interpretation phase. Topics like question representation, schemas, scenarios and priming are elaborated and several examples show implications for survey quality.