TY  - JOUR
TI  - Cognitive load reduction strategies in questionnaire design
AB  - Survey data quality suffers when respondents have difficulty completing complex tasks in questionnaires. Cognitive load theory informed the development of strategies for educators to reduce the cognitive load of learning tasks. We investigate whether these cognitive load reduction strategies can be used in questionnaire design to reduce task difficulty and, in so doing, improve survey data quality. We find that this is not the case and conclude that some of the traditional survey answer formats, such as grid questions, which have been criticized in the past lead to equally good data and do not frustrate respondents more than alternative formats.
DO  - http://dx.doi.org/10.1177/1470785320986797
SP  - 125
EP  - 133
UR  - https://journals.sagepub.com/doi/10.1177/1470785320986797
PY  - 2021-01-01
JO  - International Journal of Market Research (früher: Journal of the Market Research Society)
AU  - Brosnan, Kylie 
AU  - Grün, Bettina 
AU  - Sara, Dolnicar 
ER -