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Web Survey Bibliography

Title Paradata as an aide to questionnaire design: Improving quality and reducing burden
Year 2017
Access date 18.09.2017

The UK Office for National Statistics (ONS) is moving its business and social surveys, and the Census, to electronic modes of data collection. This focus on electronic data collection (EDC) has presented opportunities to access additional data; namely paradata.
Paradata are automatic data collected about the survey data collection process, captured during EDC, and include call records, interviewer observations, time stamps, and other data captured during the process.
Analysis of paradata supports continuous improvement of questionnaires and the wider services that support them. Analysis of paradata and follow-up of respondents to whom the paradata relate could reduce the time and cost burden on those responding. 
During an online pilot of one of ONS’ business surveys, the analysis of paradata assisted in the identification of issues with the questionnaire and associated processes for completion. In one case of interest, a respondent showed a pattern of moving through the survey; reaching the last question; exiting; and then, at a later date, going back through all questions, before submitting. 
Matching the respondent to call centre records, it was found that they had called to request a specimen questionnaire. This was to enable the respondent to collate the data required to complete the questionnaire. The only way of previewing the questions, otherwise, was to enter false data to bypass validation. This insight demonstrated how ONS could reduce response burden by providing an option to preview the questionnaire up-front. Solutions will be designed and tested before implementation.
This presentation will discuss case study examples, which demonstrate the value of paradata analysis in improving data quality and reducing response burden. Plans to recruit respondents to take part in follow-up research will also be discussed, along with associated ethical considerations concerning data-linkage. It is planned that semi-structured interviews will be used to examine the reasons behind interesting paradata; and experiences of registering for and completing the survey online.

Year of publication2017
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography (4086)