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Skip sequencing: A decision problem in questionnaire design. (English) Zbl 1137.62304

Summary: This paper studies questionnaire design as a formal decision problem, focusing on one element of the design process: skip sequencing. We propose that a survey planner uses an explicit loss function to quantify the trade-off between cost and informativeness of the survey and aims to make a design choice that minimizes loss. We pose a choice between three options: ask all respondents about an item of interest, use skip sequencing, thereby asking the item only of respondents who give a certain answer to an opening question, or do not ask the item at all.
The first option is most informative but also most costly. The use of skip sequencing reduces respondent burden and the cost of interviewing, but may spread data quality problems across survey items, thereby reducing informativeness. The last option has no cost but is completely uninformative about the item of interest. We show how the planner may choose among these three options in the presence of two inferential problems, item nonresponse and response error.

MSC:

62D05 Sampling theory, sample surveys
62C99 Statistical decision theory
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