"I know what you're going to ask me" Why respondents don't read survey questions
"I know what you're going to ask me" Why respondents don't read survey questions
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DOI：
10.1177/1470785318821025
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发表时间：
2019-07-01
影响因子：
3
通讯作者：
Dolnicar, Sara
中科院分区：
文献类型：
--
作者：
Brosnan, Kylie;Babakhani, Nazila;Dolnicar, Sara
跟踪受访者完成调查时的眼睛显示：（a）他们没有足够仔细地阅读说明、调查问题和回答选项，只投入了所需时间的32%;（B）他们的注意力在调查过程中逐渐减少;（c）他们对调查经历的自我报告并不反映实际的调查完成行为。多达15%的调查数据可能会受到系统性受访者注意力不集中的负面影响。从这些发现中，我们得出了有关如何改进调查预测试以及如何减少调查受访者忽视指示且不阅读调查问题和答案选项的可能性的实用建议。
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.