Effective Surveys (02-10-22)

Researchers have learned that too much similarity among survey questions can lead to the collection of lower quality data.  A Li-lead team found that “Surveys that ask too many of the same type of question tire respondents and return unreliable data. . . . people tire from questions that vary only slightly and tend to give similar answers to all questions as the survey progresses. . .  Respondents in the surveys adapted their decision making as they answer more repetitive, similarly structured choice questions, a process the authors call ‘adaptation.’ This means they processed less information, learned to weigh certain attributes more heavily, or adopted mental shortcuts for combining attributes. . . . Adaptation could also be reduced or delayed by repeatedly changing the format of the task or adding filler questions or breaks.” Quality of data collected can start to decrease after 6 to 8 too-similar questions.  This paper is published in the Journal of Marketing Research.

“Surveys With Repetitive Questions Yield Bad Data, Study Finds.”  2022.  Press release, University of California, Riverside, https://news.ucr.edu/articles/2022/01/28/surveys-repetitive-questions-yi...