Cognitive load reduction strategies in questionnaire design

Kylie Brosnan, Bettina Grün, Dolnicar Sara

Publikation: Wissenschaftliche FachzeitschriftOriginalbeitrag in FachzeitschriftBegutachtung

Abstract

Survey data quality suffers when respondents have difficulty completing complex tasks in questionnaires. Cognitive load theory informed the development of strategies for educators to reduce the cognitive load of learning tasks. We investigate whether these cognitive load reduction strategies can be used in questionnaire design to reduce task difficulty and, in so doing, improve survey data quality. We find that this is not the case and conclude that some of the traditional survey answer formats, such as grid questions, which have been criticized in the past lead to equally good data and do not frustrate respondents more than alternative formats.
OriginalspracheEnglisch
Seiten (von - bis)125 - 133
FachzeitschriftInternational Journal of Market Research (früher: Journal of the Market Research Society)
Jahrgang63
Ausgabenummer2
DOIs
PublikationsstatusVeröffentlicht - 2021

Österreichische Systematik der Wissenschaftszweige (ÖFOS)

  • 102022 Softwareentwicklung
  • 101029 Mathematische Statistik
  • 101018 Statistik

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