SATISFICING AS A STRATEGY OF RESPONDENTS’ RESPONSE IN WEBBASED SURVEYS
Keywords:satisficing, data quality, web-based surveys, unfairness, survey, respondent
AbstractJon Krosnick’s satisficing theory applied in mass survey is poorly studied in Russia. Satisficing theory suggests that a respondent being satisfied with a sufficient answer make fewer efforts than needed to choose an optimal (best) answer. Thus, respondent becomes dishonest. The basic factors that help choose satisficing strategy are complexity of tasks (questions), respondent’s different levels of cognitive capacity and motivation. The paper proposes a review of forms of the satisficing strategy adopted during the survey as well as tools to detect unfair respondents.
THEORY AND METHODOLOGY