Quotation 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.


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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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Publication's profile

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)
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