Web Survey Bibliography
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).
Results:
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.
GOR Homepage (abstract) / (presentation)
Web survey bibliography - General Online Research Conference (GOR) 2014 (29)
- Using Paradata to Predict and to Correct for Panel Attrition in a Web-based Panel Survey; 2014; Rossmann, J., Gummer, T.
- Targeting the bias – the impact of mass media attention on sample composition and representativeness...; 2014; Steinmetz, S., Oez, F., Tijdens, K. G.
- Offline Households in the German Internet Panel; 2014; Bossert, D., Holthausen, A., Krieger, U.
- Which fieldwork method for what target group? How to improve response rate and data quality; 2014; Wulfert, T., Woppmann, A.
- Exploring selection biases for developing countries - is the web a promising tool for data collection...; 2014; Tijdens, K. G., Steinmetz, S.
- Evaluating mixed-mode redesign strategies against benchmark surveys: the case of the Crime Victimization...; 2014; Klausch, L. T., Hox, J., Schouten, B.
- The quality of ego-centered social network data in web surveys: experiments with a visual elicitation...; 2014; Marcin, B., Matzat, U., Snijders, C.
- Switching the polarity of answer options within the questionnaire and using various numbering schemes...; 2014; Struminskaya, B., Schaurer, I., Bosnjak, M.
- Measuring the very long, fuzzy tail in the occupational distribution in web-surveys; 2014; Tijdens, K. G.
- Social Media and Surveys: Collaboration, Not Competition; 2014; Couper, M. P.
- Improving cheater detection in web-based randomized response using client-side paradata; 2014; Dombrowski, K., Becker, C.
- Interest Bias – An Extreme Form of Self-Selection?; 2014; Cape, P. J., Reichert, K.
- Online Qualitative Research – Personality Matters ; 2014; Tress, F., Doessel, C.
- Increasing data quality in online surveys 4.1; 2014; Hoeckel, H.
- Moving answers with the GyroScale: Using the mobile device’s gyroscope for market research purposes...; 2014; Luetters, H., Kraus, M., Westphal, D.
- Online Surveys as a Management Tool for Monitoring Multicultual Virtual Team Processes; 2014; Scovotti, C.
- How much is shorter CAWI questionnaire VS CATI questionnaire?; 2014; Bartoli, B.
- WEBDATANET: A Network on Web-based Data Collection, Methodological Challenges, Solutions, and Implementation...; 2014; Tijdens, K. G., Steinmetz, S., de Pedraza, P., Serrano, F.
- The Use of Paradata to Predict Future Cooperation in a Panel Study; 2014; Funke, F., Goeritz, A.
- Incentives on demand in a probability-based online panel: redemption and the choice between pay-out...; 2014; Schaurer, I., Struminskaya, B., Kaczmirek, L.
- The Effect of De-Contextualisation - A Comparison of Response Behaviour in Self-Administered Surveys; 2014; Wetzelhuetter, D.
- Responsive designed web surveys; 2014; Dreyer, M., Reich, M., Schwarzkopf, K.
- Extra incentives for extra efforts – impact of incentives for burdensome tasks within an incentivized...; 2014; Schreier, J. H., Biethahn, N., Drewes, F.
- Students First Choice – the influence of mobile mode on results; 2014; Maxl, E.
- Device Effects: How different screen sizes affect answer quality in online questionnaires; 2014; Fischer, B., Bernet, F.
- Moving towards mobile ready web panels; 2014; Wijnant, A., de Bruijne, M.
- Innovation for television research - online surveys via HbbTV. A new technology with fantastic opportunities...; 2014; Herche, J., Adler, M.
- Mixed-devices in a probability based panel survey. Effects on survey measurement error; 2014; Toepoel, V., Lugtig, P. J.
- Online mobile surveys in Italy: coverage and other methodological challenges; 2014; Poggio, T.