Separating the Shirkers from the Workers? Making Sure Respondents Pay Attention on Self-Administered Surveys

Good survey and experimental research requires subjects to pay attention to questions and treatments, but many subjects do not. In this article, we discuss Screeners as a potential solution to this problem. We first demonstrate Screeners' power to reveal inattentive respondents and reduce noise. We then examine important but understudied questions about Screeners. We show that using a single Screener is not the most effective way to improve data quality. Instead, we recommend using multiple items to measure attention. We also show that Screener passage correlates with politically relevant characteristics, which limits the generalizability of studies that exclude failers. We conclude that attention is best measured using multiple Screener questions and that studies using Screeners can balance the goals of internal and external validity by presenting results conditional on different levels of attention.