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Response latency measures in questionnaires: A brief overview

Author

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  • Bridger, Darren

    (Founder, CloudArmy Neuro, Canada)

Abstract

Questionnaire response times have been used in psychological research for decades. However, even though the prevalence of computers has made such data more easily available than ever, market research frequently overlooks this information. Adding response timing to survey questions can increase both their reliability and their ability to predict behaviour. They can also be indicative of attitudes that are more resistant to change. Faster response times are thought to indicate attitudes that are highly accessible from memory, but they are only measurable under certain conditions. Non-attitudinal variables that can also affect response speed must also be considered. This paper reviews the evidence supporting the advantages of adding response time data to surveys, and briefly introduces an example procedure for doing so.

Suggested Citation

  • Bridger, Darren, 2020. "Response latency measures in questionnaires: A brief overview," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 6(2), pages 111-118, October.
    • Handle: RePEc:aza:ama000:y:2020:v:6:i:2:p:111-118
    as

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    More about this item

    Keywords

    response-latency; attitude accessibility; response-time; System 1; dual-choice;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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