Chapter 3 · Questionnaire · Slide 99/274
Is the respondent informed?
Respondents often answer questions even when they are not informed.
3.2 · Inability to Answer
Hurdle 1 · Information
Is the respondent informed?
Respondents often answer questions even when they are not informed.
Classic experiment: In response to a question about the fictitious "Consumer Complaints Bureau," 51.9 % of lawyers and 75 % of the general public answered — even though no such bureau exists.
✓Remedy 1 · Filter questions
Ask in advance about knowledge or shopping frequency — e.g. in a study of 10 shops.
✓Remedy 2 · "Don't know"
Offer a "Don't know" answer option instead of forcing answers.
QUESTIONSTAR · Dr. Paul Marx
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