Myths and Realities of Respondent Engagement in Online Surveys

Theodore Downes-Le Guin · Reg Baker · Joanne Mechling · Erica Ruyle

237 citations0/0 files storedInternational Journal of Market Research

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Survey Methodology and Nonresponse Survey Sampling and Estimation Techniques Mobile Crowdsensing and Crowdsourcing

Abstract

This paper describes an experiment in which a single questionnaire was fielded in four different styles of presentation: Text Only, Decoratively Visual, Functionally Visual and Gamified. Respondents were randomly assigned to only one presentation version. To understand the effect of presentation style on survey experience and data quality, we compared response distributions, respondent behaviour (such as time to complete), and self-reports regarding the survey experience and level of engagement across the four experimental presentations. While the functionally visual and gamified treatments produced higher satisfaction scores from respondents, we found no real differences in respondent engagement measures. We also found few differences in response patterns.

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References

1969The Handbook of Social Psychology 2012Reality is broken: why games make us better and how they can change the world 1991Response strategies for coping with the cognitive demands of attitude measures in surveys 2008The Art of Game Design 2009Effects of Questionnaire Length on Participation and Indicators of Response Quality in a Web Survey 2011Reality is broken: why games make us better and how they can change the world 1981Effects of Questionnaire Length on Response Quality 2008Face-to-Face versus Web Surveying in a High-Internet-Coverage Population: Differences in Response Quality

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2013Is the Sky Falling? New Technology, Changing Media, and the Future of Surveys 2016Fostering Development of Work Competencies and Motivation via Gamification 2020Are applicants in favor of traditional or gamified assessment methods? Exploring applicant reactions towards a gamified selection method 2016Make-Believe in Gameful and Playful Design 2015Gamification of Online Surveys: Design Process, Case Study, and Evaluation

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