Web Survey Bibliography

Title Shorter Interviews, Longer Surveys: Optimising the survey participant experience whilst accommodating ever expanding client demands
Year 2016
Access date 25.10.2016
Full text PDF (576 KB)
Abstract
When designing a survey we, as an industry, are often seeking a balance between competing design challenges: Clients have diverse and extensive objectives, survey participants have short attention spans and an ever increasing suite of connected devices to choose from. This paper will explore strategies on how we best balance expanding survey length with the need for concise, relevant and engaging surveys, deployed in a device agnostic format.
Survey participants are voting with their feet when surveys are not compatible with the device they want to use, whether that is the smart device in their pocket or laptop they are working on and this is very real for online panels. We are seeing increased abandon rates with the effects of extended fieldwork times, smaller pools of sample to draw from and possibility of introducing bias into our data. Having spent much of 2015 working with clients to design more smart-device friendly surveys, Research Now have explored innovative ways to shorten survey length without compromising on the amount of material covered.
Following on work from Johnson et al. (2014), Research Now conducted a piece of primary research exploring Survey Modularisation as discussed in the paper. The approach splits questionnaires into modules, with participants receiving only a specific module, a subset of the overall survey.
It is expected that a long questionnaire can be split and, when applied appropriately, designed properly and implemented effectively, data can yield results comparable with a full non-modular survey.
Building on previous industry work on this topic, and primary research conducted by Research Now, we will discuss our methodology, the results and conclusions from this work and explore opportunities to automate the approach.
The overall goal of this study and resulting paper is to explore how adapting survey research in this way improves rather than complicates the lives of both researchers and research participants. If we are not able to shorten our surveys, then survey modularization may prove to be our best hope for a complete, representative data set and we need to ensure that this is achieved accurately, confidently
and efficiently at scale.
 
Year of publication2016
Bibliographic typeConference proceedings
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