Florian Keusch

How to Increase Response Rates in List-Based Web Survey Samples

The rising popularity of online surveys in marketing research precipitates a flood of e-mail invitations requesting participation from potential respondents. As a result, response rates are diminishing, reflecting a decline in the willingness to participate in web surveys. To compare the effectiveness of different response-enhancing techniques in a list-based web survey, an experiment with a full factorial between-subjects design varying the factors sender, number of contacts, and questionnaire layout was set up. A total of 1,563 members from a list of information technology (IT) managers employed at Austrian companies were assigned randomly to one of eight experimental conditions. Their willingness to participate was measured in terms of total response and break off. The results indicate that using a prenotification message and a female sender for contacting male sample members increases response rates; using an advanced questionnaire layout significantly reduces break offs, but does not influence total response.

The role of topic interest and topic salience in online panel web surveys

Invitations to web surveys sent out through online access panels usually do not mention the topic of the survey, in order to reduce the risk of expert bias. This study aims to elucidate whether online access panel members use the information on survey topic provided in email invitations in their participation decision and its influence on data quality. In a preliminary study, data about the personal interests of 1,660 panel members were collected. Panellists were then assigned to participate in one of two surveys, receiving emails with different amount of information on the survey topic. The influence of personal topic interest and topic salience on participation behaviour and data quality was measured. Evidence is presented that personal interest in the topic influences participation behaviour and data quality in online panels. Panellists who had been enrolled in the online panel for six months or less were more willing to participate if the topic of the survey was announced in advance.

The Impact of Weather on Mobility and Participation in Older US Adults

OBJECTIVES We examined the impact of weather on the daily lives of US adults to understand which populations are most vulnerable to various weather conditions. METHODS Data came from a 2013 supplement to the University of Michigan-Thomson Reuters Surveys of Consumers, a nationally representative telephone survey of 502 adults in the contiguous United States. We used logistic regressions to assess the odds of mobility difficulty and participation restriction during different weather conditions, as well as age group differences. RESULTS Ice was most likely to change the way respondents got around (reported by 47%). In icy conditions, participants had difficulty leaving home (40%) and driving (35%). Facing ice, older adults (≥ 65 years) had twice the odds of having great difficulty leaving home (odds ratio [OR] = 2.22; 95% confidence interval [CI] = 1.12, 4.42) and curtailing work or volunteer activities (OR = 2.01; 95% CI = 1.01, 4.06), and 3 times the odds of difficulty driving (OR = 3.33; 95% CI = 1.62, 6.86) as younger respondents. We also found significant differences in mobility and participation by gender and region of residence. CONCLUSIONS Weather can affect social isolation, health, well-being, and mortality among older US adults.

Web versus mobile web : an experimental study of device effects and self-selection effects

Due to a rising mobile device penetration, Web surveys are increasingly accessed and completed on smartphones or tablets instead of desktop computers or laptops. Mobile Web surveys are also gaining popularity as an alternative self-administered data collection mode among survey researchers. We conducted a methodological experiment among iPhone owners and compared the participation and response behavior of three groups of respondents: iPhone owners who started and completed our survey on a desktop or laptop PC, iPhone owners who self-selected to complete the survey on an iPhone, and iPhone owners who started on a PC but were requested to switch to iPhone. We found that respondents who completed the survey on a PC were more likely to be male, to have a lower educational level, and to have more experience with Web surveys than mobile Web respondents, regardless of whether they used the iPhone voluntarily or were asked to switch from a PC to an iPhone. Overall, iPhone respondents had more missing data and took longer to complete the survey than respondents who answered the questions on a PC, but they also showed less straightlining behavior. There are only minimal device differences on survey answers obtained from PCs and iPhones.

A Review of Issues in Gamified Surveys

The term “gamification” is used for a wide variety of techniques aimed to increase respondent engagement while filling out web surveys. Suggested approaches range from rephrasing questions to sound more game-like to embedding the entire survey into a game where respondent avatars adventure through a fantasy land while answering survey questions. So far, only a few experimental studies regarding the influence of gamification on survey responding have been published in peer-reviewed journals. This article systematically reviews the current research literature on gamification in surveys by first answering the question as to what gamification entails in the context of web surveys by identifying relevant gamification elements. Next, the article discusses how these elements could influence survey data quality using the Total Survey Error framework. Finally, a systematic review of empirical evidence on gamified surveys from published and unpublished studies is provided. While most studies found in our literature review reported a positive effect of using game elements, such as challenges, story/narrative, rewards, goals/objectives, and badges, on psychological outcomes among survey respondents (e.g., fun, interest, satisfaction), the influence of these elements on behavioral outcomes (e.g., completion and break-offs, item omission, satisficing, responses) and, therefore, survey quality is more unclear. This article informs survey researchers and practitioners of the current state of research on survey gamification and identifies potential areas for future research.

Effects of Scale Direction on Response Style of Ordinal Rating Scales

Abstract Although ordinal rating scales have received much research attention in survey methodology literature, the direction of the rating scales has not been as extensively studied as other design features. Research on scale direction effect has mainly focused on the influence on response distribution, while largely overlooking its impact on latent constructs. This study examines the scale direction effect on extreme and acquiescent response style latent class variables in an experiment embedded in a national probability sample. We found a higher level of acquiescent response style from scales starting with positive adjective words using a web survey. No significant effect of scale direction was detected on extreme response style or in a face-to-face survey (with show cards). This study also demonstrates that scale direction does not affect the substance latent class variables, once the response style latent class variables are included in the model. Implications of these findings and future research directions are discussed.

A Typology of Web Survey Paradata for Assessing Total Survey Error

This article reviews the existing literature on the collection of paradata in web surveys and extends the research in this area beyond the commonly studied measurement error problem to paradata that can be collected for managing and mitigating other important sources of error. To do so, and in keeping with the nature of paradata as process-oriented, we develop a typology of web survey paradata that incorporates information from all steps in the web survey process. We first define web survey paradata and describe general phases of paradata that run parallel to the steps in fielding a typical web survey. Within each phase, we enumerate several errors within the total survey error paradigm that can be examined with paradata, discussing case studies and motivating examples that illustrate innovative uses of paradata across the web survey process. We conclude with a discussion of open questions and opportunities for further work in this area. Overall, we develop this typology keeping technological advancements at the center of our discussion, but with flexibility to continuously incorporate new developments and trends in both technology and study design. Our typology encourages researchers to think about paradata as tools that can be used to investigate a broader range of outcomes than previously studied.

International Program in Survey and Data Science

Das International Program in Survey and Data Science (IPSDS) zielt darauf ab, den steigenden Bedarf an Fachkraften im Bereich Datenerhebung und Datenanalyse durch einen berufsbegleitenden Studiengang zu decken. Anders als viele Weiterbildungsangebote greift das Programm stark auf moderne Formen des asynchronen und synchronen Lernens zuruck, um in Beschaftigung befindlichen Personen und Personen mit Familienverpflichtungen entgegen zu kommen. Der Studiengang wurde mit finanzieller Hilfe des Bundesministeriums fur Bildung und Forschung im Rahmen der Ausschreibung „Aufstieg durch Bildung: offene Hochschulen“ unterstutzt.

The impact of weather on summer and winter exercise behaviors

Background Outdoor exercise is an enjoyable way for individuals to improve fitness, but it is dependent on weather conditions. This study examines the association between weather conditions and outdoor exercise after adjustment for age, sex, race, and socioeconomic status. Methods We used data representative of American adults from the University of Michigan/Thomson Reuters June 2013 surveys of consumers (core and supplement) to investigate self-reported exercise behavior in summer and winter. Multivariate multinomial logistic regression models estimated the odds of delayed or indoor exercise compared with outdoor exercise. Results Of the 502 respondents, 16.3% did not regularly exercise outdoors (i.e., at least once a week), and many would delay exercise both in summer (51.8%) and winter (43.9%). Individuals listing rain as the predominant adverse weather condition had 3.33 times higher odds of exercising indoors (95% confidence interval (CI): 1.34–8.28) and 3.49 times higher odds of delaying exercise (95%CI: 1.69–7.21) compared with those mentioning heat as the predominant adverse condition. Individuals for whom ice or snow was an adverse winter weather condition were more likely to delay exercise (odds ratio (OR) = 3.34; 95%CI: 1.19–9.36), compared with those concerned with cold. Conclusion This study found that race, age, and education exacerbate the negative effects of adverse weather conditions on the decision to exercise outdoors. Accordingly, any recommendation for an individual to exercise outdoors should be combined with an evaluation of the individuals outdoor environment along with strategies for the individual to continue exercising, indoors or outdoors, when adverse weather is present.