Notice: the WebSM website has not been updated since the beginning of 2018.

Web Survey Bibliography

Title Mobile Web Survey Design: Scrolling versus Paging, SMS versus E-mail Invitations
Source General Research Conference (GOR) 2014
Year 2014
Access date 31.03.2014

Relevance & Research Question:
There is some evidence that questionnaire design (scrolling or paging) and invitation mode (SMS or e-mail) have an impact on response rates in PC web surveys. This presentation examines if these findings may be generalized to mobile web surveys. First, we explore the effect of scrolling and paging design on breakoff rate, item nonresponse, and completion time in mobile web surveys. Second, we investigate which type of invitation and reminder mode (SMS or e-mail) is more efficient in terms of producing higher response rate and maximizing percentage of the respondents who complete the survey via mobile device rather than PC.
Methods & Data:
The paper summarizes the results of the experiment conducted among members of a volunteer online access panel in Russia. Participants were asked to fill out the questionnaire via mobile device. A total of 2,100 respondents completed the survey with an overall completion rate of 53% in April 2013. The survey contained 17 questions about volunteer activities. There were no screening questions, quotas, or skip logic in the survey. The scrolling version of the questionnaire was divided into two pages (9+8).
There are two major findings from our experiment. First, a scrolling design makes the process of completing the survey easier and more engaging for mobile web respondents. Specifically, it significantly decreases the completion time, produces fewer reports of technical problems, and increases the reported level of satisfaction among respondents. Second, taking into consideration both completion rate and the percentage of PC respondents, an SMS invitation is more efficient compared to e-mail in encouraging respondents to complete the survey via a mobile device.
Added Value:
Our experiment illustrates possible ways to improve response rates and enhance the respondent experience in mobile web surveys. Though most of the current mobile surveys and experiments use paging design we show that scrolling design is more efficient in improving response rates in mobile web surveys.

Access/Direct link

GOR Homepage (abstract) / (presentation)

Year of publication2014
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography - General Online Research Conference (GOR) 2014 (34)