I like to do surveys on Swagbucks (mostly for fun rather than their measly payoff.. it somehow feels fulfilling to have my opinion heard as a Mustachian and a minority).As a marketing researcher, I write some of those surveys. Yeah...the people on this forum are definitely not the target respondents.
Unfortunately, a lot of these surveys will ask if you've bought a certain product, how much you spend on certain things, how often you buy a product/service, etc. as "filter" questions in the beginning and I get disqualified at that step for at least 90% of the time.
Hey, I do surveys sometimes and I was wondering - how come the really important qualifying questions are often quite far in? It's not uncommon for me to spend several minutes putting in my age, income, marital status, region, and job field, and only after that get asked "Do you own a car?" or "How many times a week do you use tobacco/alcohol?". If the survey is about cars or tobacco or alcohol, why is that never the first question?
Sometimes it is because we need to weight the data to make it look like the general population. And we don't know the composition of the population who drinks alcohol 1x/week or more. But we do know the general population. So we weight everyone, and then the distribution should be pretty close once the screener is done.
The other reason is sometimes that the company is using a router, and so it's trying to find the survey that you qualify for. That's why you keep getting asked similar questions over and over (slightly different age breaks, a different set of potential answers for education).
Finally, some clients think that it's too obvious what types of answers would qualify if you put that question first, and respondents would lie in order to get into the survey. This is obviously silly, because it's just as easy for them to answer those obvious questions later in.