Details
| Original language | English |
|---|---|
| Pages (from-to) | 3-13 |
| Number of pages | 11 |
| Journal | International Journal of Market Research |
| Volume | 66 |
| Issue number | 1 |
| Early online date | 1 Sept 2023 |
| Publication status | Published - Jan 2024 |
Abstract
Recent developments in communication technology and changes in people’s communication habits facilitate new data collection forms in web surveys. Technical devices, such as computers, tablets, and smartphones, enable researchers to rethink established communication forms and add a human touch to web surveys. Designing web surveys more human-like has the great potential to make communication between researchers and respondents more natural, which may result in higher survey satisfaction and data quality. Considering the existing survey literature, there are only a few studies investigating respondents’ willingness for new communication forms in web surveys. Hence, in the present study, we explore respondents’ willingness to take part in web surveys to have interviewers read questions via pre-recorded videos (question delivery) and in which respondents provide their answers orally via self-recorded videos (question answering). We included two willingness questions – one on question delivery via pre-recorded videos and one on question answering via self-recorded videos – in the non-probability SoSci panel in Germany. The results reveal that respondents’ willingness to have questions read by interviewers is higher than their willingness to self-record video answers. Believing that technology facilitates communication and perceiving the survey as being interesting increases willingness, whereas evaluating the survey topic as sensitive decreases willingness. Personality traits do not play a role when it comes to respondents’ willingness, except for extraversion.
Keywords
- automatic question reading, non-probability panel, respondent willingness, self-recording answers, survey devices, web surveys
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
Cite this
- Standard
- Harvard
- Apa
- Vancouver
- BibTeX
- RIS
In: International Journal of Market Research, Vol. 66, No. 1, 01.2024, p. 3-13.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Investigating respondents’ willingness to participate in video-based web surveys
AU - Höhne, Jan Karem
AU - Ziller, Conrad
AU - Lenzner, Timo
N1 - Funding Information: The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The authors acknowledge support by the SoSci Panel ( www.soscipanel.de ) that conducted the data collection free of charge.
PY - 2024/1
Y1 - 2024/1
N2 - Recent developments in communication technology and changes in people’s communication habits facilitate new data collection forms in web surveys. Technical devices, such as computers, tablets, and smartphones, enable researchers to rethink established communication forms and add a human touch to web surveys. Designing web surveys more human-like has the great potential to make communication between researchers and respondents more natural, which may result in higher survey satisfaction and data quality. Considering the existing survey literature, there are only a few studies investigating respondents’ willingness for new communication forms in web surveys. Hence, in the present study, we explore respondents’ willingness to take part in web surveys to have interviewers read questions via pre-recorded videos (question delivery) and in which respondents provide their answers orally via self-recorded videos (question answering). We included two willingness questions – one on question delivery via pre-recorded videos and one on question answering via self-recorded videos – in the non-probability SoSci panel in Germany. The results reveal that respondents’ willingness to have questions read by interviewers is higher than their willingness to self-record video answers. Believing that technology facilitates communication and perceiving the survey as being interesting increases willingness, whereas evaluating the survey topic as sensitive decreases willingness. Personality traits do not play a role when it comes to respondents’ willingness, except for extraversion.
AB - Recent developments in communication technology and changes in people’s communication habits facilitate new data collection forms in web surveys. Technical devices, such as computers, tablets, and smartphones, enable researchers to rethink established communication forms and add a human touch to web surveys. Designing web surveys more human-like has the great potential to make communication between researchers and respondents more natural, which may result in higher survey satisfaction and data quality. Considering the existing survey literature, there are only a few studies investigating respondents’ willingness for new communication forms in web surveys. Hence, in the present study, we explore respondents’ willingness to take part in web surveys to have interviewers read questions via pre-recorded videos (question delivery) and in which respondents provide their answers orally via self-recorded videos (question answering). We included two willingness questions – one on question delivery via pre-recorded videos and one on question answering via self-recorded videos – in the non-probability SoSci panel in Germany. The results reveal that respondents’ willingness to have questions read by interviewers is higher than their willingness to self-record video answers. Believing that technology facilitates communication and perceiving the survey as being interesting increases willingness, whereas evaluating the survey topic as sensitive decreases willingness. Personality traits do not play a role when it comes to respondents’ willingness, except for extraversion.
KW - automatic question reading
KW - non-probability panel
KW - respondent willingness
KW - self-recording answers
KW - survey devices
KW - web surveys
UR - http://www.scopus.com/inward/record.url?scp=85169832308&partnerID=8YFLogxK
U2 - 10.1177/14707853231198788
DO - 10.1177/14707853231198788
M3 - Article
AN - SCOPUS:85169832308
VL - 66
SP - 3
EP - 13
JO - International Journal of Market Research
JF - International Journal of Market Research
SN - 1470-7853
IS - 1
ER -