The type of information collected in surveys is predominantly driven by the respondents.

Question

BlackTom AI · Accepted Answer

Consider the statement: 'The type of information collected in surveys is predominantly driven by the respondents.'

Option 1: True. This would claim that respondents largely decide what information is collected. In practice, while respondents provide data and shape some aspects of response patterns, the core design of a survey—what constructs are measured, which variables are included, the framing of questions, the order of items, and the overall scope—usually stems from the researchers’ goals, theoretical framework, and the study’s objectives. Relying primarily on respondent-driven content can lead to missing or irrelevant data relative to the study aims, and it ignores methodological planning that guides data collection.

Option 2: False. This asserts that the information collected is not predominantly driven by respondents, but by other factors such as the research questions, theoretical constructs, measurement validity, and practical constraints. This view aligns with standard survey methodology: researchers determine the key constructs to measure, design questions to operationalize those constructs, and then collect responses from participants to answer the research questions. Respondents provide data within the framework set by the survey design, not the other way around.

Why the incorrect option is not suitable:
- If you chose True, you’d be attributing the main driver of data collection to respondents’ preferences, which overlooks the intentional design decisions researchers make to ensure the survey captures the intended variables and constructs.
- It ignores the role of measurement theory, reliability, validity, and the study’s aims that typically shape item content and structure.

Why the correct concept fits False:
- Survey development is a collaborative process where researchers specify what to measure based on objectives, theory, and prior literature.
- The questionnaire's content, scales, and response formats are chosen to enable valid inferences about the studied constructs, not merely to reflect respondent whims.
- Practical constraints (length, response burden, survey mode, sampling) also influence what information is collected, further supporting that respondents do not predominantly drive the information collected.

MKTG1047 Chapter 5

The type of information collected in surveys is predominantly driven by the respondents.

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