%0 Journal Article
%T ¡°I know what you¡¯re going to ask me¡± Why respondents don¡¯t read survey questions
%A Kylie Brosnan
%A Nazila Babakhani
%A Sara Dolnicar
%J International Journal of Market Research
%@ 2515-2173
%D 2019
%R 10.1177/1470785318821025
%X Tracking respondents¡¯ eyes while they complete a survey reveals that (a) they do not read instructions, survey questions, and answer options carefully enough, investing only as little as 32% of the required time; (b) their attention diminishes over the course of the survey; and (c) their self-reports of the survey experience do not reflect actual survey completion behavior. As much as 15% of survey data may be negatively affected by systematic respondent inattention. From these findings, we derive practical recommendations on how to improve pre-testing of surveys and how to reduce the likelihood of survey respondents ignoring instructions and not reading survey questions and answer options
%K answer options
%K eye-tracking
%K questionnaire design
%K respondent inattention
%K survey instructions
%U https://journals.sagepub.com/doi/full/10.1177/1470785318821025