Examining final comment questions with requests for written and oral answers

Research output: Contribution to journalArticleResearchpeer review

Authors

  • Jan Karem Höhne
  • Joshua Claassen

Research Organisations

External Research Organisations

  • German Centre for Higher Education Research and Science Studies (DZHW)
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Details

Original languageEnglish
Pages (from-to)550-558
Number of pages9
JournalInternational Journal of Market Research
Volume66
Issue number5
Early online date24 Jan 2024
Publication statusPublished - Sept 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

Cite this

Examining final comment questions with requests for written and oral answers. / Höhne, Jan Karem; Claassen, Joshua.
In: International Journal of Market Research, Vol. 66, No. 5, 09.2024, p. 550-558.

Research output: Contribution to journalArticleResearchpeer review

Höhne JK, Claassen J. Examining final comment questions with requests for written and oral answers. International Journal of Market Research. 2024 Sept;66(5):550-558. Epub 2024 Jan 24. doi: 10.1177/14707853241229329
Höhne, Jan Karem ; Claassen, Joshua. / Examining final comment questions with requests for written and oral answers. In: International Journal of Market Research. 2024 ; Vol. 66, No. 5. pp. 550-558.
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