Marketing Research/ Demographics/ Consumer Behavior
One of the most common errors committed by “amateur” online survey questionnaire designers is the improper use of “required” questions, where the survey respondent is not allowed to continue in the survey unless the question is answered. The problem with this design feature is that if a valid choice is not offered, the survey respondent must either give an incorrect answer to proceed, or terminate the survey. In order to get an empirical sense of how survey-takers respond to such situations, two studies were conducted, both employing 600+ members of a commercial online panel. Respondents were asked their opinion of a fictitious feature of a well-known law under varying required and unrequired response options. We conclude that there are unexpected threats to data quality when using required questions and such questions should be used with great caution.
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Digital Commons@Georgia Southern License
Gutenberg, Jeffrey S. and Lim, Seongbae, "Online Survey Respondents’ Reactions to Required Questions" (2017). Association of Marketing Theory and Practice Proceedings 2017. 47.