Maximizing Respondent Engagement Through Survey Design

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Information about Maximizing Respondent Engagement Through Survey Design
Business & Mgmt

Published on April 14, 2010

Author: visioncritical

Source: slideshare.net

Description

Explore the next frontier of online surveys using visual and interactive design techniques. Learn how advanced interactive visual questions can:

1) Maximize respondent engagement,
2) Encourage more thorough, detailed responses to questions, and
3) Generate higher panel retention rates.

Presenters:
Su Ning Strube - Vision Critical
Yola Zdanowicz - Vision Critical

CASRO PANEL CONFERENCE 2008 Miami Maximizing respondent engagement through survey design Presented By: Su Ning Strube, Vision Critical Yola Zdanowicz, Angus Reid Strategies

Presentation Outline User Interface Design Hypothesis Methodology Respondent Engagement Impact on Survey Data Conclusions

User Interface Design

Hypothesis

Methodology

Respondent Engagement

Impact on Survey Data

Conclusions

Survey Terminology Flat Traditional online survey approach with check boxes and radio buttons from the host operating system Familiar “flash card” navigational metaphor Fusion Advanced design utilizing rich media techniques Developed in Adobe Flash

Flat

Traditional online survey approach with check boxes and radio buttons from the host operating system

Familiar “flash card” navigational metaphor

Fusion

Advanced design utilizing rich media techniques

Developed in Adobe Flash

Hypothesis Fusion relative to flat: Higher respondent engagement Survey perceived as shorter Higher completion rates

Fusion relative to flat:

Higher respondent engagement

Survey perceived as shorter

Higher completion rates

Methodology and Sample Design Online data collection Sample sourced from Angus Reid Forum Respondent qualification Flash Player version 8 Split sample design (1246 Fusion/1227 flat) Two languages (English/French) Data weighted to Canadian population demographics

Online data collection

Sample sourced from Angus Reid Forum

Respondent qualification

Flash Player version 8

Split sample design (1246 Fusion/1227 flat)

Two languages (English/French)

Data weighted to Canadian population demographics

Design and Presentation of Controls

Combined Questions

Follow-on and Pop-up Questions

Scale/Sort Questions

Respondent Engagement Fusion is clearly more fun to complete, enjoyable and engaging.

Future Participation Fusion is a more powerful vehicle for promoting participation in future research.

Perceived Length Fusion and flat were perceived as equal in length. In reality, Fusion took longer to complete.

Response and Completion Rates Completion rates high for both surveys but higher for flat.

Impact on Survey Data No difference between Fusion and Flat for the majority of questions: Food consumption (behavior) Purchasing of food (behavior and knowledge) Demographics Computer technical profile No difference between Fusion and Flat across different types of questions: Combined questions Follow-on & Pop-Up Questions Exceptions were open-ended questions, knowledge questions with “don’t know” option, scale/sort exercise.

No difference between Fusion and Flat for the majority of questions:

Food consumption (behavior)

Purchasing of food (behavior and knowledge)

Demographics

Computer technical profile

No difference between Fusion and Flat across different types of questions:

Combined questions

Follow-on & Pop-Up Questions

Exceptions were open-ended questions, knowledge questions with “don’t know” option, scale/sort exercise.

Impact on Survey Data :: Open Ends Fusion encourages more detail.

Open Ended Questions

Impact of Survey Data :: Knowledge Questions with “Don’t Know” Fusion results in more “don’t know” responses.

Knowledge Questions with “Don’t Knows”

Impact of Survey Design :: Scale/Sort Exercise Greater scale use with Fusion, towards stronger disagreement

Impact of Survey Data: Scale/Sort Exercise

Conclusions Fusion relative to flat: Higher respondent engagement Perceived as equal in length – in reality Fusion takes longer High completion rates for both but lower for Fusion Greater detail for open ended questions Greater use of “don’t know” for select knowledge questions Greater scale use – particularly toward stronger disagreement

Fusion relative to flat:

Higher respondent engagement

Perceived as equal in length – in reality Fusion takes longer

High completion rates for both but lower for Fusion

Greater detail for open ended questions

Greater use of “don’t know” for select knowledge questions

Greater scale use – particularly toward stronger disagreement

Conclusions Promise for Fusion bodes well for the future of panels Helps to keep panelists interested and engaged Could improve retention rates Encourages panelists to provide thoughtful, detailed responses to research questions Challenges the mantra of “shorter is better” More research is needed (i.e. usability testing) to expand our knowledge of: Respondent engagement Strengths & weakness of specific question design Overall completion rates

Promise for Fusion bodes well for the future of panels

Helps to keep panelists interested and engaged

Could improve retention rates

Encourages panelists to provide thoughtful, detailed responses to research questions

Challenges the mantra of “shorter is better”

More research is needed (i.e. usability testing) to expand our knowledge of:

Respondent engagement

Strengths & weakness of specific question design

Overall completion rates

Q&A

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