Optimal Placement of Instructions and Definitions in Survey Questionnaires

Heather Ridolfo and David Biagas

No 327247, NASS Research Reports from United States Department of Agriculture, National Agricultural Statistics Service

Abstract: Establishment surveys often ask about complex constructs that require instructions and definitions. However, respondents do not always fully read survey questions and are less inclined to read auxiliary information, such as instructions. The visual design on the questionnaire can impact what respondents attend to when completing a questionnaire. The National Agricultural Statistics Service (NASS) conducted a study designed to assess the optimal placement of question instructions and definitions to increase the likelihood that they are seen by respondents. Using Tobii eye tracking software, NASS examined which question formats respondents were most likely to attend to when responding to a survey: single-banked instructions, double-banked instructions, definitions preceding survey questions, definitions following survey questions, and definitions within a matrix.

Keywords: Research; Methods/Statistical; Methods (search for similar items in EconPapers)
Pages: 34
Date: 2021-04
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Persistent link: https://EconPapers.repec.org/RePEc:ags:unasrr:327247

DOI: 10.22004/ag.econ.327247

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