Brosnan, Kylie, Grün, Bettina, Sara, Dolnicar. 2021. Cognitive load reduction strategies in questionnaire design. International Journal of Market Research (früher: Journal of the Market Research Society). 63 (2), 125-133.
BibTeX
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.
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Status of publication | Published |
---|---|
Affiliation | WU |
Type of publication | Journal article |
Journal | International Journal of Market Research (früher: Journal of the Market Research Society) |
Citation Index | SSCI |
WU-Journal-Rating new | MAR-D, STRAT-D |
Language | English |
Title | Cognitive load reduction strategies in questionnaire design |
Volume | 63 |
Number | 2 |
Year | 2021 |
Page from | 125 |
Page to | 133 |
Reviewed? | Y |
URL | https://journals.sagepub.com/doi/10.1177/1470785320986797 |
DOI | http://dx.doi.org/10.1177/1470785320986797 |
Open Access | N |
Associations
- People
- Grün, Bettina (Details)
- External
- Brosnan, Kylie (The University of Queensland, Australia)
- Sara, Dolnicar (The University of Queensland, Australia)
- Organization
- Institute for Statistics and Mathematics IN (Details)
- Research areas (ÖSTAT Classification 'Statistik Austria')
- 1105 Computer software (Details)
- 1113 Mathematical statistics (Details)
- 5701 Applied statistics (Details)