"I know what you're going to ask me" Why respondents don't read survey questions. (July 2019)
- Record Type:
- Journal Article
- Title:
- "I know what you're going to ask me" Why respondents don't read survey questions. (July 2019)
- Main Title:
- "I know what you're going to ask me" Why respondents don't read survey questions
- Authors:
- Brosnan, Kylie
Babakhani, Nazila
Dolnicar, Sara - Abstract:
- Tracking respondents' eyes while they complete a survey reveals that (a) they do not read instructions, survey questions, and answer options carefully enough, investing only as little as 32% of the required time; (b) their attention diminishes over the course of the survey; and (c) their self-reports of the survey experience do not reflect actual survey completion behavior. As much as 15% of survey data may be negatively affected by systematic respondent inattention. From these findings, we derive practical recommendations on how to improve pre-testing of surveys and how to reduce the likelihood of survey respondents ignoring instructions and not reading survey questions and answer options.
- Is Part Of:
- International journal of market research. Volume 61:Number 4(2019)
- Journal:
- International journal of market research
- Issue:
- Volume 61:Number 4(2019)
- Issue Display:
- Volume 61, Issue 4 (2019)
- Year:
- 2019
- Volume:
- 61
- Issue:
- 4
- Issue Sort Value:
- 2019-0061-0004-0000
- Page Start:
- 366
- Page End:
- 379
- Publication Date:
- 2019-07
- Subjects:
- answer options -- eye-tracking -- questionnaire design -- respondent inattention -- survey instructions
Marketing research -- Periodicals
658.8305 - Journal URLs:
- http://www.uk.sagepub.com/home.nav ↗
http://journals.sagepub.com/home/mre ↗ - DOI:
- 10.1177/1470785318821025 ↗
- Languages:
- English
- ISSNs:
- 1470-7853
- Deposit Type:
- Legaldeposit
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- Available online (eLD content is only available in our Reading Rooms) ↗
- Physical Locations:
- British Library DSC - BLDSS-3PM
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- 11476.xml