Final answer:
Response sets refer to tendencies of respondents to answer questions uniformly, while the halo effect is a cognitive bias where a positive impression influences perceptions. Both can be problems in survey research as they compromise accuracy and validity.
Step-by-step explanation:
Response sets refer to a tendency of respondents to answer questions in a consistent or uniform manner. This can lead to response bias, where participants provide similar answers without considering the specific question or their true beliefs. For example, if a respondent tends to agree with statements, they may consistently answer 'agree' without carefully considering each question.
The halo effect is a cognitive bias where a positive impression or characteristic of a person or product influences a respondent's perception of other aspects. In survey research, the halo effect can lead to biases in responses, as individuals may rate an item or person positively based on an initial positive impression or characteristic, regardless of other factors. For instance, if a respondent has a positive opinion about a brand, they may rate all aspects of the brand positively, even if certain aspects are objectively negative.
Both response sets and the halo effect can be potential problems in survey research because they can compromise the validity and accuracy of the data collected. Response sets can lead to a lack of meaningful information, as participants may not provide thoughtful and individualized responses. The halo effect can also distort results by inflating perceived positive attributes, masking any shortcomings or weaknesses.