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Using code of conduct reminders to enhance self-administered questionnaire response quality / Chad Saunders and Jack Kulchitsky

Author
Saunders, Chad
Published
London : SAGE Publications Ltd, 2023.
Physical Description
1 online resource
Additional Creators
Kulchitsky, Jack
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Summary
A key challenge for self-administered questionnaires (SaQ) is ensuring quality responses in the absence of a marketing professional providing direct guidance on issues as they arise for respondents. While numerous approaches to improving SaQ response quality have been investigated including validity checks, interactive design, and instructional manipulation checks, these are primarily targeted at situations where expected responses are of a factual nature or stated preferences. These interventions have not been evaluated in scenarios that require higher levels of engagement and judgement from respondents. While professional marketers are guided by codes of conduct, there is no equivalent code of conduct for SaQ respondents. This case study examines the issues of increasing the quality of SaQ responses through the use of different types of reminders within the survey instrument. The results indicate that SaQ respondents produce fewer code of conduct violations when receiving reminders than the control group, and this improves even more when the reminders coincide with the SaQ task. Issues related to using student samples, designing experiments based upon SaQs, and the critical issue of the mismatch between how professional researchers expect respondents to respond and how they actually respond are considered. Finally, the opportunity represented by reconsidering the positioning of study findings in methodological terms for publication are explored.
Subject(s)
ISBN
9781529628890 : (SAGE Research Methods: Business)
View MARC record | catkey: 47379401