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Attitudes Toward Surveys: Development Of A Measure And Its Relationship To Respondent Behavior

Steven G. Rogelberg, Gwenith G. Fisher, Douglas C. Maynard, Milton D. Hakel, Michael Horvath

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Attitudes toward surveys were conceptualized as having two relatively independent components: feelings about the act of completing a survey, called survey enjoyment, and perceptions of the value of survey research, called survey value. After developing a psychometrically sound measure, the authors examined how the measure related to respondent behaviors that directly impact the quality and quantity of data collected in surveys. With the exception of a response distortion index, survey enjoyment was generally related to all the respondent behaviors studied (item response rates, following directions, volunteering to participate in other survey research, timeliness of a response to a survey request, and willingness to participate in additional survey research). Survey value was related to item response rates, following directions, and willingness to participate in additional survey research. A respondent motivation and intentions explanation is provided. Although the identified effect sizes were generally small, a number of practical implications emerge and are discussed.