Response latency measures in questionnaires: A brief overview
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.
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Author's Biography
Darren Bridger was a co-founder of NeuroCo and The MindLab, two of the early companies in the field of neuromarketing, having worked in the industry for the past 16 years. With the industry still in its birth stages, Darren developed new techniques from scratch, combining different tools eg neuro, bio, eye-tracking and psychological measures to provide a range of tailored solutions for areas such as advertising research to product development and public relations. With the sale of NeuroCo to Silicon Valley start-up NeuroFocus in 2009, Darren joined them as lab director for Europe. Here he conducted an intense and varied programme of neuromarketing studies around Europe, Asia, Russia and the Middle East, spanning all kinds of innovation work on mobile phones, tablets, televisions and household appliances as well as studies of advertising and packaging. Taking a ‘hands-on’ approach, Darren has been involved at every stage of the business including client demonstrations, study design, project management, study execution and analysis, insight generation and presentation of results. Darren has degrees in psychology and psychological research methods, and is the author of ‘Decoding the Irrational Consumer’ (Kogan Page, 2015).
Citation
Bridger, Darren (2020, October 1). Response latency measures in questionnaires: A brief overview. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 2. https://doi.org/10.69554/MPDH9797.
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