Web Survey Bibliography
Online experiments are widely used nowadays in scientific research. However this methodological approach is seldom found in commercial market and social research. This surprises since online surveys are an ideal platform by offering the chance to systematically vary stimulus material. In this submission the methodological approach including some general results for three online experiments carried out for the group of the "Öffentlich-rechtlichen Versicherer" is presented. Furthermore implications for the application of online experiments in commercial market and social research are drawn.
The first experiment's goal was the optimization of website content featured on insurance sites. The stimulus material consisted of different information pages with the topic "private retirement insurance", in which pictures, text styles, structure, and text amount varied. Approx. 250 people participated in the experiment. The results show how information pages on the internet should be designed in the insurance branch.
In the second experiment, a suitable and catching name for a website had to be found. Stimulus material consisted of the result page of a search engine, in which the different names, contents, text lengths, and position of the entry were systematically varied. Approx. 240 people participated in this experiment. As a result, one favorite name could be clearly determined and general recommendations in respect to search engine results be given.
In the third experiment the optimal combination of picture and text material for the product "occupational disability insurance" was investigated. The stimulus material consisted of website excepts which were fully randomized created. In respect to text, the text style (e.g., "angst induction", "hard facts", or "without reasons") as well as text structure (continuous text, question-answer- and bullet-point-style) were altered. Furthermore, the number of pictures (1, 2, or 3) and the picture motive (e.g., "young people in jobs", "individual people", or "accident motives") were varied. It was determined how the combination of text in picture on insurance websites can be optimized and which effects e.g. on text appeal, objectivity, and image can be expected.
As a conclusion the possibilities of online experiments in commercial market and social research are presented and areas of application beyond the insurance branch are pointed out.
In der wissenschaftlichen Forschung sind Online-Experimente mittlerweile weit verbreitet. Dagegen findet sich in der kommerziellen Markt- und Sozialforschung dieser methodische Ansatz nur vereinzelt, obgleich die Durchführung von Online-Befragungen die ideale Plattform hierfür darstellt, indem systematische Variationen in Stimulusmaterialien vorgenommen werden können. In diesem Vortrag soll das methodische Vorgehen mit einigen allgemeinen Ergebnissen aus drei für die Gruppe der Öffentlich-rechtlichen Versicherer durchgeführten Online-Experimenten dargestellt werden. Des weiteren werden Implikationen für den Einsatz von Online-Experimenten in der kommerziellen Markt- und Sozialforschung gezogen.
Innerhalb des ersten Experiments stand die Optimierung des Contents von Versicherungswebsites im Vordergrund. Als Stimulusmaterial wurden verschiedene Informationsseiten zum Thema "Private Rentenversicherung" verwendet, in denen Elemente wie Bilder, Textstile, Strukturierung, und Textmenge variiert wurden. An dem Experiment nahmen rund 250 Personen teil. Die Ergebnisse liefern konkrete Aussagen darüber, wie Informationsseiten im Internet für Versicherungen gestaltet werden sollten.
Im zweiten Projekt wurde ein Experiment durchgeführt, um die Namensfindung für ein neues Versicherungsportal zu erleichtern. Hierzu wurde als Stimulusmaterial die Ergebnisseite einer Suchmaschine konstruiert, in der die Namensvorschläge, Inhalte und Länge der Erklärungstexte, sowie Position des Eintrags systematisch variiert wurden. An dem Experiment nahmen rund 240 Probanden teil. Als Ergebnis konnte ein eindeutiger Favorit ermittelt werden sowie allgemeine Empfehlungen zur Gestaltung von Suchmaschineneinträgen gewonnen werden.
Im dritten Projekt wurde die optimale Zusammenstellung von Bild- und Textelementen im Bereich der Berufsunfähigkeitsversicherung untersucht. Als Stimulusmaterial dienten Websiteauszüge, die vollständig randomisiert erstellt wurden. Textlich variiert wurde der Stil (z. B. "Angstinduktion", "harte Fakten" oder "ohne Begründung") sowie die Strukturierung der Texte (Fließtext, Frage-Antwort- und Bulletpoint-Stil). Weiterhin variiert wurde die Anzahl von Bildelementen (1-3 Bilder) sowie die Motive (z. B. "junge Personen im Beruf", "losgelöste Menschen" oder "Unfallmotive"). Als Ergebnis ließen sich eindeutige Richtlinien ableiten, wie sich die Kombination aus Bild und Text optimieren lässt und welche Effekte bspw. auf textliche Ansprache, Objektivität und Image zu erwarten sind.
Zusammenfassend werden die Möglichkeiten von Online-Experimenten in der kommerziellen Markt- und Sozialforschung dargestellt und Anwendungsfelder über die Versicherungsbranche hinaus aufgezeigt.
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Web survey bibliography (457)
- Handbook of Research Methods in Health Social Sciences; 2017; Liamputtong, P.
- Necessary but Insufficient: Why Measurement Invariance Tests Need Online Probing as a Complementary...; 2017; Meitinger, K.
- Device and Internet Use among Spanish-dominant Hispanics: Implications for Web Survey Design and Testing...; 2017; Trejo, Y. A. G.; Schoua-Glusberg, A.
- Role of online survey tools in creating temporally accurate Environmental Product Declarations (EPD)...; 2017; Ganguly, I.; Bowers, T.; Pierobon, F.; Eastin, I.
- CAQDAS at a Crossroads: Affordances of Technology in an Online Environment; 2017; Silver, C.; Bulloch, L. S.
- Development and Pilot Test of a Mobile Application for Field Data Collection; 2016; Chiappetta, L.; Kerr, M. M.
- A streamlined approach to online linguistic surveys; 2016; Erlewine, M. Y.; Kotek, H.
- The Effects of Vignette Placement on Attitudes Toward Supporting Family Members; 2016; Lau, C. Q., Seltzer, J. A., Bianchi, S. M.
- Using Web Panels to Quantify the Qualitative: The National Center for Health Statistics Research and...; 2016; Scanlon, P. J.
- Bees to Honey or Flies to Manure? How the Usual Subject Recruitment Exacerbates the Shortcomings of...; 2016; Snell, S. A., Hillygus, D. S.
- The Use of a Nonprobability Internet Panel to Monitor Sexual and Reproductive Health in the General...; 2015; Legleye, S; Charrance, G.; Razafindratsima, N.; Bajos, N.; Bohet, A.; Moreau, C.
- GreenBook Research Industry Trends Report; 2015; Murphy, L. (Ed.)
- Does Sequence Matter in Multimode Surveys: Results from an Experiment; 2014; Wagner, J., Arrieta, J., Guyer, H., Ofstedal, M. B.
- The Use of Cognitive Interviewing Methods to Evaluate Mode Effects in Survey Questions; 2014; Gray, M., Blake, M., Campanelli, P.
- Build your own social network laboratory with Social Lab: a tool for research in social media; 2014; Garaizar, P., Reips, U.-D.
- Using Eye Tracking to Evaluate Email Notifications of Surveys and Online Surveys Collecting Address...; 2014; Olmsted, E. L., Nichols, E. M.
- Correlates of Attrition in the German Internet Panel: Drop-Outs and Sleepers; 2014; Blom, A. G., Beissel-Durrant, G.
- Survey Breakoff in Online Panels; 2014; McCutcheon, A. L.
- Inside the Turk Understanding Mechanical Turk as a Participant Pool; 2014; Paolacci, G., Chandler, J.
- Nonresponse and measurement error in an online panel; 2014; Roberts, C., Allum, N., Sturgis, P.
- Estimating the effects of nonresponses in online panels through imputation; 2014; Zhang, W.
- Professional respondents in nonprobability online panels; 2014; Hillygus, D. S., Jackson, N. M., Young, M.
- Informing panel members about study results; 2014; Scherpenzeel, A., Toepoel, V.
- Determinants of the starting rate and the completion rate in online panel studies; 2014; Goeritz, A.
- The untold story of multi-mode (online and mail) consumer panels; 2014; McCutcheon, A. L., Rao, K., Kaminska, O.
- Online panels and validity; 2014; Groenlund, K., Strandberg, K.
- Assessing representativeness of a probability-based online panel in Germany; 2014; Struminskaya, B., Kaczmirek, L., Schaurer, I., Bandilla, W.
- A critical review of studies investigating the quality of data obtained with online panels based on...; 2014; Callegaro, M., Villar, A., Yeager, D. S., Krosnick, J. A.
- Online panel research: History, concepts, applications and a look at the future; 2014; Callegaro, M., Baker, R., Bethlehem, J., Goeritz, A., Krosnick, J. A., Lavrakas, P. J.
- Motives for joining nonprobability online panels and their association with survey participation behavior...; 2014; Keusch, F., Batinic, B., Mayerhofer, W.
- Targeting the bias – the impact of mass media attention on sample composition and representativeness...; 2014; Steinmetz, S., Oez, F., Tijdens, K. G.
- Exploring selection biases for developing countries - is the web a promising tool for data collection...; 2014; Tijdens, K. G., Steinmetz, S.
- 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.
- Interest Bias – An Extreme Form of Self-Selection?; 2014; Cape, P. J., Reichert, K.
- Online Qualitative Research – Personality Matters ; 2014; Tress, F., Doessel, C.
- Recent Books and Journals in Public Opinion, Survey Methods, and Survey Statistics; 2014; Callegaro, M.
- Does Gamification Work? - A Literature Review of Empirical Studies on Gamification ; 2014; Hamari, J., Koivisto, J., Sarsa, H.
- The Use of Paradata to Predict Future Cooperation in a Panel Study; 2014; Funke, F., Goeritz, A.
- Pret met panels [Fun online]; 2013; Roberts, A., de Leeuw, E. D., Hox, J., Klausch, L. T., de Jongh, A.
- The Short-term Campaign Panel of the German Longitudinal Election Study 2009. Design, Implementation...; 2013; Steinbrecher, M., Rossmann, J.
- The Future of Social Media, Sociality, and Survey Research; 2013; Hill, C., Dever, J. A.
- Second Life as a Survey Lab: Exploring the Randomized Response Technique in a Virtual Setting; 2013; Richards, A., Dean, E.
- Virtual Cognitive Interviewing Using Skype and Second Life; 2013; Dean, E., Head, B., Swicegood, J. E.
- Social Media, Sociality, and Survey Research; 2013; Hill, C., Dean, E., Murphy, J.
- Investigation of background acoustical effect on online surveys: A case study of a farmers' market...; 2013; Tang, Xi.
- Should the third reminder be sent? The role of survey response timing on web survey results; 2013; Rao, K., Pennington, J.
- Web panel surveys – can they be designed and used in a scientifically sound way?; 2013; Svensson, J.
- Using an Item Response Theory Approach to Measure Survey Mode of Administration Effects: Analysis of...; 2013; Mariano, L. T., Elliott, M. N.