Cognitive load reduction strategies in questionnaire design

Kylie Brosnan, Bettina Grün, and Sara Dolnicar

Survey data quality suffers when respondents have difficulty completing complex tasks in questionnaires.

Quantitative data collection
Survey & questionnaire design
Market research quality standards

Introduction

Answering survey questions diligently requires cognitive effort. Respondents need to read instructions and understand them, read survey questions and understand them, read answer options and understand them, search their memory to find information...

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