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Evaluating Respondent Burden for Maxdiff Questions
Fiyin Adesina
JUST Capital
Kristin Dwan
NORC at the University of Chicago
Angela Fontes
NORC at the University of Chicago
David Gleicher
NORC at the University of Chicago
Natalie Jackson
JUST Capital
Rachel Miller
NORC at the University of Chicago
Eduardo Salinas
NORC at the University of Chicago
In 2018, NORC conducted cognitive interviews on two surveys for JUST Capital. A goal of these surveys was to evaluate how respondents prioritized various aspects of a company in evaluating its level of "justness." NORC conducted cognitive testing to evaluate the burden of three different question types involving prioritizing response choices. NORC attempted to evaluate the level of burden and overall difficulty of these different types of question through two methods. The first method was a measurement of the time it took to complete the different sections comprised of the different question types. The second method was a subjective evaluation of difficulty by the respondent on a 1-5 scale for each question type after they had finished the survey. Findings from this cognitive testing indicate very small differences in timing and subjectively assessed difficulty between different question types. Results include average subjective difficulty rating for each question time, average time to complete each question type section. Limitations and future research are also discussed.