Web Survey Bibliography
Title Encouraging Online Response among Hard-to-Survey Po pulations: Digital Advertising and Influencer Calls
Author Bates, N.; Virgile, M.
Year 2016
Access date 02.06.2016
Abstract
Williams et al. (2014) argue that social marketing was critical to the success of the 2010 Census. The 2010 campaign consisted mainly of traditional paid media including radio, television, and print advertisements, while only a fraction consisted of digital media. By 2016, however, online and mobile advertising are projected to become the world’s second and third-largest ad mediums respectively, behind only television (Pomfret, 2015). In this paper, we report results of a site experiment that manipulated digital ad spending and targeting to encourage response among hard-to-survey populations. Additionally, among households where a phone number was located, a separate experiment tested three influencer call “voices” inviting online response (a Mayor vs local news anchor vs professional voice actor). We address a broad research question - namely, did digital advertising spend-level, ad targeting, or influencer calls increase online response among hard-to-survey populations? According to Tourangeau (2014), one can define hard-to-survey populations from a number of different perspectives including being hard to identify, reach, persuade, and/or interview. In this paper, we operationally define hard-to-survey based on tract-level population segments known to have low self-response in previous censuses (Bates and Mulry, 2011), stratifying areas by a Low Response Score (Erdman and Bates, 2014), and/or concentrating on priority audiences with historically low response and/or low internet usage (e.g. young adults, seniors, renters, and female headed households). In answering our research question, we will examine levels and mode of self-response among hard-to-survey populations (mail vs phone vs internet). For internet self-responders, we examine source (e.g. URL from mailings, digital ads, or non-digital ads), and finally, for those responding via digital ads, we examine type of device targeted (e.g. desktop versus mobile device).
Access/Direct link Conference Homepage (abstract)
Year of publication2016
Bibliographic typeConferences, workshops, tutorials, presentations
Web survey bibliography - The American Association for Public Opinion Research (AAPOR) 71st Annual Conference, 2016 (107)
- Optimizing Self-response for the 2020 Census ; 2016; Bentley, M.
- Improving Data Quality in a Web Survey of Youth and Teens ; 2016; Horton, V. M.; Branson, R.; Phillips, B. T.; Fowlkes, E.
- Impact of Field Period Length and Contact Attempts on Representativeness for Web Survey ; 2016; Bertoni, N.; Turakhia, C.; Magaw, R.; Ackermann, A.
- Have You Taken Your Survey Yet? Optimum Interval for Reminders in Web Panel Surveys ; 2016; Kanitkar, K. N.; Liu, D.
- Respondent Processing of Rating Scales and the Scale Direction Effect ; 2016; Caporaso, A.
- The Effects of Pictorial vs. Verbal Examples on Survey Responses ; 2016; Sun, H.; Bertling, J.; Almonte, D.
- Evaluating Grid Questions for 4th Graders; 2016; Maitland, A.
- Mixing Modes: Challenges (and Tradeoffs) of Adapting a Mailed Paper Survey to the Web ; 2016; Wilkinson-Flicker, S.; McPhee, C. B.; Medway, R.; Kaiser, A.; Cutts, K.
- An Examination of How Survey Mode Affect Eligibility, Response and Health Condition Reporting Rates...; 2016; Stern, M. J.; Ghandour, R.
- Investigating Measurement Error through Survey Question Placement ; 2016; Wilson, A.; Wine, J.; Janson, N.; Conzelmann, J.; Peytcheva, E.
- Instructions in Self-administered Survey Questions: Do They Improve Data Quality or Just Make the Questionnaire...; 2016; Redline, C. D.; Zukerberg, A.; Owens, C.; Ho, A.
- Usability Testing within Agile Process; 2016; Holland, T.
- Exploring Why Web Surveys Take Longer to Complete on Smartphones than PCs: Findings from a Within-subjects...; 2016; Antoun, C.; Cernat, A.
- Making Mobile Web Surveys Accessible; 2016; Malakhoff, L.
- Association of Eye Tracking with Other Usability Metrics ; 2016; Olmsted, E. L.
- Cognitive Probing Methods in Usability Testing – Pros and Cons; 2016; Nichols, E. M.
- Grids and Online Surveys: Do More Complex Grids Induce Survey Satisficing? Evidence from the Gallup...; 2016; Wang, Me.; McCutcheon, A. L.
- Assessing the Accuracy of 51 Nonprobability Online Panels and River Samples: A Study of the Advertising...; 2016; Yang,Y.;Callegaro,M.;Yang,Y.;Callegaro,M.;Chin,K.;Yang,Y.;Villar,A.;Callegaro, M.; Chin, K.; Krosnick...
- Calculating Standard Errors for Nonprobability Samples when Matching to Probability Samples ; 2016; Lee, Ad.; ZuWallack, R. S.
- Communicating Data Use and Privacy: In-person versus Web based methods for message testing ; 2016; Clark Fobia, A.; Hunter Childs, J. E.
- User Experience and Eye-tracking: Results to Optimize Completion of a Web Survey and Website Design ; 2016; Walton, L.; Ricci, K.; Libman Barry, A.; Eiginger, C.; Christian, L. M.
- Estimated-control Calibrated Estimates from Nonprobability Surveys; 2016; Dever, J. A.
- Decomposing Selection Effects in Non-probability Samples ; 2016; Mercer, A. W.; Keeter, S.; Kreuter, F.
- The Effect of Emphasizing the Web Option in a Mixed-mode Establishment Survey ; 2016; O'Brien, J.; Rajapaksa, S.; Schafer, B.; Langetieg, P.
- A Multi-phase Exploration Into Web-based Panel Respondents: Assessing Differences in Recruitment, Respondents...; 2016; Redlawsk, D.; Rogers, K.; Borie-Holtz, D.
- Effect of Clarifying Instructions on Response to Numerical Open-ended Questions in Self-administered...; 2016; Kumar Chaudhary, A.; Israel, G. D.
- Exploring the Feasibility of Using Facebook for Surveying Special Interest Populations ; 2016; Lee, C.; Jang, S.
- National Estimates of Sexual Minority Women Alcohol Use through Web Based Respondent Driven Sampling...; 2016; Farrell Middleton, D.; Iachan, R.; Freedner-Maguire, N.; Trocki, K.; Evans, C.
- Bringing Fair Market Rent Surveys into the 21st Century – Evaluating the Effectiveness of MSG...; 2016; Dayton, J.; Brassell, T.; Cooper, V.; Dion, R.; Williams, R.
- Measuring Survey Behavior of Smartphone Users; 2016; Luks, S.; Phillips, R.
- Practical Considerations for Using Vignettes to Evaluate Survey Items ; 2016; Steiger, D. M.; Williams, Do.; Edwards, W. S.; Cantor, D.; Truman, J.
- Using Web Panels to Quantify the Qualitative: The National Center for Health Statistics Research and...; 2016; Scanlon, P. J.
- Impact of Field Period Length in the Estimates of Sexual Victimization in a Web-based Survey of College...; 2016; Berzofsky, M.; Peterson, K.; Shook-Sa, B. E.; Lindquist, C.; Krebs, C.
- Longitudinal Online Ego-centric Social Network Data Collection with EgoWeb 2.0 ; 2016; Amin, A.; Kennedy, D.
- Influences on Item Response Times in a Multinational Web Survey ; 2016; Phillips, B. T.; Kolenikov, S.; Howard Ecklund, E.; Ackermann, A.; Brulia, A.
- QR Codes for Survey Access: Is It Worth It?; 2016; Allen, L.; Marlar, J.
- An Exploration of the Relationship between Usability Testing and Data Verification ; 2016; Langer Tesfaye, C.; Kurmlavage, V.
- Beyond the Survey: Improving Data Insights and User Experience with Mobile Devices ; 2016; Graham, P.; Lew, G.
- User Experience Considerations for Contextual Product Surveys on Smartphones ; 2016; Sedley, A.; Mueller, H.
- The Differential Effect of Mobile-friendly Surveys on Data Quality; 2016; Horwitz, R.
- Embedding Survey Questions within Non-research Mobile Apps: A Method for Collecting High-quality Data...; 2016; Bapna, V.; Antoun, C.
- Does Changing Monetary Incentive Schemes in Panel Studies Affect Cooperation? A Quasi-experiment on...; 2016; Schaurer, I.; Bosnjak, M.
- Survey Mode and Mail Method: A Practical Experiment in Survey Fielding for a Multi-round Survey ; 2016; Sullivan, B. D.; Duda, N.; Bogen, K.; Clusen, N. A.; Wakar, B.; Zhou, H.
- Web Probing for Question Evaluation: The Effects of Probe Placement ; 2016; Fowler, S.; Willis, G. B.; Moser, R. P.; Townsend, R. L. M.; Maitland, A.; Sun, H.; Berrigan, D.
- Early-bird Incentives: Results From an Experiment to Determine Response Rate and Cost Effects ; 2016; De Santis, J.; Callahan, R.; Marsh, S.; Perez-Johnson, I.
- Using Cash Incentives to Help Recruitment in a Probability Based Web Panel: The Effects on Sign Up Rates...; 2016; Krieger, U.
- Assessing Changes in Coverage Bias of Web Surveys a s Internet Access Increases in the United States...; 2016; Sterrett, D.; Malato, D.; Benz, J.; Tompson, T.; English, N.
- Timing is Everything: Discretely Discouraging Mobile Survey Response through the Timing of Email Contacts...; 2016; Richards, A.; C.; Shook-Sa, B. E.; C.; Berzofsky, M.; Smith, A. C.
- Dynamic Instructions in Check-All-That-Apply Questions ; 2016; Kunz, T.; Fuchs, M.
- Patterns of Unit and Item Nonresponse in a Multinational Web Survey ; 2016; Ackermann, A.; Howard Ecklund, E.; Phillips, B. T.; Brulia, A.