The effects of visual and aural communication on the quality of survey measurement. The proposition of a new theoretical approach to survey mode preference on the basis of the working memory concept
DOI:
https://doi.org/10.26485/PS/2019/68.3/8Keywords:
working memory, survey mode preference, satisficing, survey research methodologyAbstract
The aim of the article is to present a potential direction for the development of survey design research. It tries to describe the possibility of building a concept that integrates the observed consequences of survey mode preference – its impact on the response rate and the quality of responses – using the cognitive concept of working memory. It indicates the existence of a potential relationship between the aging process, or anxiety, and the diversification of information processing efficiency in the visual and aural modalities, and thus outlines the problems facing researchers planning mixed-mode surveys, especially in aging western populations.
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