The Matched‐Guise Technique

Abstract

This chapter provides an overview of the key features of the matched-guise technique. It explains how to plan and conduct a matched-guise experiment by discussing the choice of an appropriate text, the recording of the experimental stimuli, the design of the evaluation booklet as well as the actual procedure to be followed for the experiment. The chapter explains how to analyze the findings of a matched-guise experiment. It discusses the limitations and the strengths of the technique, and it concludes by elaborating on the use of the technique in combination with other methods as well as more recent developments regarding indirect methods of attitude elicitation. The comparison of the results from the questionnaire and the matched-guise experiment allows for a more nuanced comprehension of the language attitudes held by adolescent Montrealers than any one method could have provided on its own.

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