Exploring consumers' answers to survey questions: Are uninformed responses truly uninformed?
✍ Scribed by Timothy R. Graeff
- Publisher
- John Wiley and Sons
- Year
- 2003
- Tongue
- English
- Weight
- 137 KB
- Volume
- 20
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
Researchers have observed that consumers often give answers to questions about which they are uninformed. Drawing from work in cognitive psychology, this research explores why, how, and when consumers answer survey questions about which they are uninformed. Results from a telephone survey of 1348 consumers suggest that the effects of stimulus factors designed to increase item response rates (pressure to respond in the introduction to the survey, absence of a DK option) are moderated by consumers' familiarity with other similar‐sounding attitude objects. Implications for future research are discussed. © 2003 Wiley Periodicals, Inc.