Beyond Survey Length: Understanding Respondent Perceptions of Burden

Respondent burden is complex and represents more than just the time spent completing the survey. With this research, we highlight the importance of looking beyond objective measures to understand the respondent’s perception of the survey-taking experience. First, we asked participants to tell us in their own words about the term “burden” and how surveys and survey questions can be burdensome. We identified themes in how respondents think about surveys that can inform targeted approaches to reducing respondent burden. We then tested the idea that perceptions of burden may not adhere to any objective measure of what it means for a survey to be burdensome. Through survey instructions, we presented different frames of reference to dissociate perceptions of survey length from actual survey length and analyzed the effect on ratings of burden. Our research suggests that factors like repetition, disorganization, and perceptions of pointlessness are key to respondents’ understanding of burden. Different frames of reference translated to significant differences in both perceptions of survey length and perceptions of burden, regardless of actual survey length. To improve respondents’ survey-taking experience, survey designers must go beyond survey length to consider perceived burden.