I work hard to minimize memory errors in surveys to gather quality data. Surveys often ask questions about past behaviors, but it is a challenge to do it right.
We assume that respondents can give an accurate account of what they did, how often they did it or how much time, energy and money they spent doing it.
Unfortunately, our memory fails more than we want to admit. Respondents, often and unintentionally, make memory errors in surveys which lead to over- or understatements of their actions.
Factors Affecting Memory in Surveys
Some of t…