Well-crafted multiple-choice questions give respondents a way to say that they don’t know the answer or that no selection applies to their situation. The two non-answers differ in that ignorance of the answer — or, possibly refusal to give a known answer — can be remedied by the respondent whereas they can’t supplement an incomplete set of selections. Firms should not want people they have invited to take a survey to have to pick the least bad answer when their preferred answer is missing. As we have written before firms should add an “Other” choice with a text box for elaboration.
From HoganLovells Cross-Border 2014 [pg. 19] comes an example of how a multiple-choice question accommodates respondents who don’t know the answer. Also, it shows how data from such a question might be reported in a polar graphic. Seven percent of the respondents did not know whether their company’s international contracts include arbitration procedures.
In the jargon of data analysts, a “Don’t know” is called item non-response: no answer is given to a particular survey item when at least one valid answer was given to some item by the same respondent, e.g., leaving an item on a questionnaire blank, or responding to some questions by saying, “I don’t know,” while providing a valid response to other questions.
Another survey, DLA Piper Compliance 2017 [pg. 15], used a “Does not apply” option. Almost one-third of the respondents checked it. It is conceivable that some respondents did not know the answer and resorted to denying its applicability to them as the best of the three choices, although far from optimal.
One more example, this time from Fulbright Jaworski Lit 2009 [pg. 61]. Here, one-fifth of those who took the survey indicated that they didn’t know the answer to the question reproduced on top of the plot.
It is easy to include variations of the non-substantive selections described above. In fact, extrapolating from these three instances, firms probably should do so since significant numbers of respondents might pick them — on average almost one out of five in the above surveys.