Web Survey Bibliography
In 2008, Knowledge Networks expanded KnowledgePanel to create KnowledgePanel Latino, the first nationally representative online sample of Latinos in the U.S. We have observed that the Spanishlanguage panelists take more time to self-administer their Spanish-language online questionnaires than those taking the English version – both Latinos and non-Latinos range 50% to 100% longer. For example, in our 2009 demographic profile survey, median completion length is 8 minutes among roughly 40,000
English-language panelists, while 21 minutes among roughly 2,000 Spanish-language panelists. This pattern holds for different survey topics and has practical implications for respondent burden, respondent incentives and costs.
To our knowledge, this is a new finding, as there are no published research findings on these differences in online surveys.
We will evaluate several possible explanations for this finding: longer Spanish questionnaires in terms of word count; skip patterns, respondent demographics (e.g., education, age, household size), cultural differences, panel tenure, Internet connection speed, and survey-taking behavior. We employ regression to estimate the effects of survey language, demographics, panel tenure, and type of Internet connection on survey completion time.
Our regression results show that education, age, and broadband internet connection have large effects and significantly reduce survey completion time. However, once several factors have been controlled, Spanish-language survey takers still take, on average, 7 minutes longer than their English-language counterparts to complete the main demographic profile survey. Spanish survey language still remains a strong predictor of administration length, which may speak to cultural differences and survey taking behaviors, which we will further investigate in this paper.
Conference Homepage (abstract)
Web Survey Bibliography - Wells, T. (9)
- A Direct Comparison of Mobile Versus Online Survey Modes; 2012; Wells, T., Bailey, J., Link, M. W.
- Catch Them When You Can: Speeders and Their Role in Online Data Quality; 2011; Gutierrez, C., Wells, T., Rao, K., Kurzynski, D.
- How the Order of Response Options in a Running Tally Can Affect Online Survey Estimates.; 2011; Callegaro, M., DiSogra, C., Wells, T.
- Representing Seniors in an Online National Probability Panel Survey: Measuring Technology Attitudes...; 2010; Peugh, J., Mansfield, W., Wells, T., Semans, K.
- Differences in Length of Survey Administration between Spanish-Language and English- Language Survey...; 2010; Wells, T., Vidalon, M., DiSogra, C.
- The Challenge and Importance of Including Spanish- Dominant Latinos in Online Panel Studies Addressing...; 2009; DiSogra, C., Wells, T., Torres, J.
- The Challenge and Importance of Including Spanish-Dominant Latinos in an Online Panel; 2009; Dennis, J. M., Wells, T., Torres, J.
- Effects of Pre-coding Response Options for Five Point Satisfaction Scale in Web Surveys; 2008; Callegaro, M., Wells, T., Kruse, Y.
- Do online respondents go the extra mile and take on inconvenient tasks?; 2008; Callegaro, M., Wells, T.