The impact of questions rotation in response accuracy

Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação

In market research, with regard to measuring customer satisfaction, it is necessary to translate clearly and concisely the respondent's perception in which concerns the different questions under consideration. Therefore, problems relating to the questions presented in questionnaires are quite frequent, both regarding to the characteristics of the question itself, like the type of scale to be used or the number of scale items, and the position of the question in the questionnaire like sequence of the questions or grouping questions. The main goal of studying the items rotation in the questionnaire is to understand behaviors that can reduce the response accuracy. In this study, it was used the effect of rotating questions in a questionnaire with view to conclude how this can or cannot influence the answers of the respondents. To perform this analysis it was used the survey “ECSI-Index National Customer Satisfaction” (area of telecommunications), which was divided into two blocks to check for differences in responses depending on the question’s rotation in the questionnaire. We conclude that there are no significant differences between the responses given in both circumstances: with item rotation and without rotation.