Surveytainment 2.0

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Information about Surveytainment 2.0
Education

Published on August 29, 2012

Author: FlorianODC

Source: slideshare.net

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Why investing 10 more minutes in constructing your questionnaire is worth considering.

Surveytainment 2.0:Why investing 10 more minutes in constructing yourquestionnaire is worth considering.Mannheim, 7th of March 2012Florian Tress, ODC ServicesTill Winkler, SKOPOSSebastian Schmidt, SKOPOS

Surveytainment is a layout and usability driven enhancement and revision of the traditional online survey that has been driven by methodological thoughts and approach in the past.In day-to-day life surveytainment often …  is a known term in the market research community  is vaguely associated with something that is modern and style-driven  is a product often offered by service providers  fits into the world of form-over-function thinking

Background Survey in cooperation with B/S/H/ topic: scales Online Survey with ODC Services Split Half design “Ordinary“ questionnaire-design Surveytainment 2.0 (n=500) (n=500)

We tried to improve the overall perception of the survey by … implementing visually appealing elements Implementing interactive elements explain certain questions to participants visually supporting participants’ answers

Parameters and results we focused on … data quality behavior during behavior during open questions personal identification straightlining questions drop out rate Surveytainment participant willingness toduration of satisfaction participateinterview again participant interest in the participant topic motivation

Straightlining 1st Item Set 2nd Item SetStandard Surveytainment Standard SurveytainmentReduction of: 45% Reduction of: 33%

Open Ended Answers Average Amount of Strings Average Amount of Words Basic Surveytainment Basic Surveytainment vs. 31.3 vs. 5.1 25.6 4.1 Average number of valid answers per respondent 1.38 1.43

Duration and perception of the average interview* Standard 67% Surveytainment 59% 23% 18% 16% 9% 2% 3% length is length is too quite right long / short 13.7min Standard Survey * Only participants with similiar structure concerning survey length 16.0min Surveytainment Survey were used for this comparison.

Drop Outs100% Both questionnaires: Two consecutive matrix questions Surveytainment 98% questionnaire: Problems with usability 95% 93% 90% Standard Surveytainment

Reparticipation 75% 76% Reparticipation Standard Surveytainment

Overall Satisfaction Surveytainment; 92 Standard; 86 84 91 89 93 87 91 90 95 87 90 86 92 84 93 80 89 86 92 87 91 86 92 Total Male Female 16 - 25 26 - 35 36 - 45 46 - 55 56 - 65 over 65 Low Middle High Gender Age Education

Enhanced Satisfaction: Overall 8 9 7 6 6 6 5 5 4 4 4 4 Total Male Female 16 - 25 26 - 35 36 - 45 46 - 55 56 - 65 over 65 Low Middle High Gender Age Education

Enhanced Satisfaction: Detail Length Topic Fun 13 10 8 8 8 6 5 6 5 5 5 5 4 4 4 4 4 3 3 3 3 2 2 2 3 3 3 2 2 2 1 1 2 0 0 -4 Total Male Female 16 - 25 26 - 35 36 - 45 46 - 55 56 - 65 over 65 Low Middle High Gender Age Education

4 results we want you to go home with today  You can enhance motivation and satisfaction within the participant.  You can enhance the data quality by a minimum concerning open questions and straightlining.  Forecast: Visually interesting and appealing surveys will become standard without changing data structure. Panelists though expect you to be up-to-date.  Surveytainment is a relevant factor for successful recruitment and reduction of panel mortality.

Surveytainment is not to be seen as a revolutionof the online research but an evolution which we cannot neglect to notice!

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