Don’t Know? Don’t Know

How does presenting the Don’t Know option affect survey estimates?

In self-administered web surveys, how should researchers present the ‘Don’t Know’ option to promote accurate responses? This question sits at the heart of a methodology seminar held by Natcen and the European Social Survey.

Demands of a survey

There are two demands on a well-designed questionnaire:

  1. An appropriate answer option should be available for all respondents;