Details
| Original language | English |
|---|---|
| Number of pages | 9 |
| Journal | International Journal of Market Research |
| Publication status | E-pub ahead of print - 24 Jan 2024 |
Abstract
Self-administered web surveys provide respondents only limited opportunities for feedback. Therefore, many web surveys include so-called “final comment questions” (FCQs) that allow respondents to elaborate on the survey in general and the survey questions in particular. Typing in open answers in text boxes is burdensome – especially via smartphones with virtual on-screen keypads – so that respondents frequently provide short or no answers at all. In this study, we make use of new technological advancements in web survey methodology and investigate FCQs with requests for written and oral answers. For this purpose, we conducted an experiment in a smartphone survey (N = 1,001) in a German online panel. The results reveal that FCQs with a request for written and oral answers do not differ with respect to item-nonresponse. However, oral answers are substantially longer than written answers pointing to more in-depth information. The oral answer condition also results in more positive comments than the written answer condition. This study is a methodological showcase for innovative web survey design that contributes to the improvement of data quality.
Keywords
- answer behavior, built-in microphone, final comment question, open-ended answers, smartphone survey, survey evaluation
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Economics, Econometrics and Finance(all)
- Economics and Econometrics
- Business, Management and Accounting(all)
- Marketing
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In: International Journal of Market Research, 24.01.2024.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Examining final comment questions with requests for written and oral answers
AU - Höhne, Jan Karem
AU - Claassen, Joshua
PY - 2024/1/24
Y1 - 2024/1/24
N2 - Self-administered web surveys provide respondents only limited opportunities for feedback. Therefore, many web surveys include so-called “final comment questions” (FCQs) that allow respondents to elaborate on the survey in general and the survey questions in particular. Typing in open answers in text boxes is burdensome – especially via smartphones with virtual on-screen keypads – so that respondents frequently provide short or no answers at all. In this study, we make use of new technological advancements in web survey methodology and investigate FCQs with requests for written and oral answers. For this purpose, we conducted an experiment in a smartphone survey (N = 1,001) in a German online panel. The results reveal that FCQs with a request for written and oral answers do not differ with respect to item-nonresponse. However, oral answers are substantially longer than written answers pointing to more in-depth information. The oral answer condition also results in more positive comments than the written answer condition. This study is a methodological showcase for innovative web survey design that contributes to the improvement of data quality.
AB - Self-administered web surveys provide respondents only limited opportunities for feedback. Therefore, many web surveys include so-called “final comment questions” (FCQs) that allow respondents to elaborate on the survey in general and the survey questions in particular. Typing in open answers in text boxes is burdensome – especially via smartphones with virtual on-screen keypads – so that respondents frequently provide short or no answers at all. In this study, we make use of new technological advancements in web survey methodology and investigate FCQs with requests for written and oral answers. For this purpose, we conducted an experiment in a smartphone survey (N = 1,001) in a German online panel. The results reveal that FCQs with a request for written and oral answers do not differ with respect to item-nonresponse. However, oral answers are substantially longer than written answers pointing to more in-depth information. The oral answer condition also results in more positive comments than the written answer condition. This study is a methodological showcase for innovative web survey design that contributes to the improvement of data quality.
KW - answer behavior
KW - built-in microphone
KW - final comment question
KW - open-ended answers
KW - smartphone survey
KW - survey evaluation
UR - http://www.scopus.com/inward/record.url?scp=85183626071&partnerID=8YFLogxK
U2 - 10.1177/14707853241229329
DO - 10.1177/14707853241229329
M3 - Article
AN - SCOPUS:85183626071
JO - International Journal of Market Research
JF - International Journal of Market Research
SN - 1470-7853
ER -