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Web Survey Bibliography

Title The Changing Landscape of Technology and its Effect on Online Survey Data Collection
Source SSI White Papers, June 2014
Year 2014
Access date 27.08.2015

According to a report published in January of 2014 by Pew Research Center, 58% of US adults own a smartphone. Since 2011, smartphone ownership has increased by 23 percentage points. More shockingly, the growth of tablet ownership increased from 3% in 2010 to 42% in 2013. As ownership of these devices increases, it is essential to include these respondents in our samples if the samples are to continue to represent the online population frame. Limited research has been conducted regarding the questionnaire design aspect of online survey research via mobile devices, despite the fact that a growing number of respondents are attempting to take surveys on their mobile devices (Cazes et al. 2011). Previous research suggests that online surveys taken on mobile devices tend to have high drop off rates especially if the survey has not been optimized for mobile devices. In addition, past research demonstrates that respondents who took an online survey via mobile web took longer to complete the survey than those who took the survey using a mobile app or PC web. The most recent contribution to this research was by Nielsen and NPD Group (2013). These studies observed how respondents took surveys on a smartphone versus on a computer. Smartphone users were administered the survey via a survey app which was programmed for all the major smartphone operating systems. Non-smartphone respondents were sent an email invitation containing the survey link to the same questionnaire. The questionnaire contained 24 questions regarding consumer behavior, internet usage and TV viewing habits. Although the questionnaire included short questions and response lists and did not contain any grid type questions, it was not optimized for smartphone web administration. Seven hundred and five respondents completed using the app and 771 complete the survey online. Eighteen percent of respondents who were instructed to take the survey using a PC or laptop completed the survey using a smartphone. In addition, 4.6% of mobile respondents who were instructed to complete the survey via the smartphone app completed the survey using a tablet. Consistent with previous findings, dropout rates were higher among mobile web respondents and mobile app respondents. No significant difference was found between tablet and computer respondents. Findings regarding completion rate were also consistent with previous findings. Mobile web respondents took more time than others to complete the survey. Lastly, the study found no significant differences in item non-response by mode or platform.

Year of publication2014
Bibliographic typeReports, seminars