Latent Attitude Method for Trend Analysis with Pooled Survey Data
Millions of people are surveyed every year regarding their attitudes toward various topics. Together these surveys have produced a large corps of data that document how people think collectively toward various aspects of contemporary social life.The wealth of the attitude surveys has promoted scholars to move beyond the single-survey analysis. However, the use of survey data for studying trends in attitudes is handicapped by a measurement difficulty: different surveys have used different survey instruments to measure the same attitude and thus have generated data that strictly non-comparable. We propose the Latent Attitude Method (LAM) to address this issue. Our method borrows strength from two research traditions: (1) the latent variable method in attitude research and (2) the comparable distribution condition in survey design and evaluation. The core of this method is that, when two or more surveys overlap in a given year, we assume that the same latent attitude is measured as if two measurement scales are randomly given to two independent samples drawn from the same population. Thus, we can assume the same statistical properties for the latent attitude. In so doing, we are able to reduce the number of unknowns to be less than the number of established equations and estimate the best-fit parameters with maximum likelihood method. We demonstrate the utility of the method with simulated data, and apply the method to an empirical example of estimating America’s attitude toward China from 1974 to 2019.