It is tempting to include many similar question types with similar response options in your online survey design. Matrix questions, for example, provide an efficient questionnaire design method to help you gather lots of data in a neat, brief survey form. It is wise, however, to resist the urge to use too many uniform survey questions and response lists, namely because of two sources of bias that stem from doing so: habituation and acquiescence.
Habituation occurs when respondents begin providing the same answers to survey questions with the same response options. They start to get in a habit and select the identical response choice for every question.
Acquiescence is related to habituation, and occurs when respondents passively agree with an interviewer or survey questions. Agree-disagree scales are the most often-used response options in opinion surveys; it is important that you take steps to avoid the chance that respondents will passively agree with your statements in order to quickly complete the questionnaire or provide what they think may be the “right” answers.
To avoid these response biases, you can use online survey software that allows question randomization, break up your matrix questions with other types of questions and scales, and phrase some questions in a manner that makes respondents switch their thinking. An example of the latter would be to ask a series of positive questions in your survey questionnaire, and then throw in a couple questions worded differently so as not to allow habituation or acquiescence. Use care up-front in your online questionnaire design to be sure that you'll reduce error and bias in your results.
Habituation occurs when respondents begin providing the same answers to survey questions with the same response options. They start to get in a habit and select the identical response choice for every question.
Acquiescence is related to habituation, and occurs when respondents passively agree with an interviewer or survey questions. Agree-disagree scales are the most often-used response options in opinion surveys; it is important that you take steps to avoid the chance that respondents will passively agree with your statements in order to quickly complete the questionnaire or provide what they think may be the “right” answers.
To avoid these response biases, you can use online survey software that allows question randomization, break up your matrix questions with other types of questions and scales, and phrase some questions in a manner that makes respondents switch their thinking. An example of the latter would be to ask a series of positive questions in your survey questionnaire, and then throw in a couple questions worded differently so as not to allow habituation or acquiescence. Use care up-front in your online questionnaire design to be sure that you'll reduce error and bias in your results.
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