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A new experiment on the use of images to answer web survey questions

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dc.contributor.author Bosch, Oriol J.
dc.contributor.author Revilla, Melanie
dc.contributor.author Qureshi, Danish Daniel
dc.contributor.author Höhne, Jan Karem
dc.date.accessioned 2023-05-12T06:24:15Z
dc.date.available 2023-05-12T06:24:15Z
dc.date.issued 2022
dc.identifier.citation Bosch OJ, Revilla M, Qureshi DD, Höhne JK. A new experiment on the use of images to answer web survey questions. J R Stat Soc Ser A Stat Soc. 2022;185(3):955-80. DOI: 10.1111/rssa.12856
dc.identifier.issn 2375-2548
dc.identifier.uri http://hdl.handle.net/10230/56800
dc.description.abstract Images might provide richer and more objective information than text answers to open-ended survey questions. Little is known, nonetheless, about the consequences for data quality of asking participants to answer open-ended questions with images. Therefore, this paper addresses three research questions: (1) What is the effect of answering web survey questions with images instead of text on breakoff, noncompliance with the task, completion time and question evaluation? (2) What is the effect of including a motivational message on these four aspects? (3) Does the impact of asking to answer with images instead of text vary across device types? To answer these questions, we implemented a 2 × 3 between-subject web survey experiment (N = 3043) in Germany. Half of the sample was required to answer using PCs and the other half with smartphones. Within each device group, respondents were randomly assigned to (1) a control group answering open-ended questions with text; (2) a treatment group answering open-ended questions with images; and (3) another treatment group answering open-ended questions with images but prompted with a motivational message. Results show that asking participants to answer with images significantly increases participants' likelihood of noncompliance as well as their completion times, while worsening their overall survey experience. Including motivational messages, moreover, moderately reduces the likelihood of noncompliance. Finally, the likelihood of noncompliance is similar across devices.
dc.description.sponsorship German Science Foundation, through the Collaborative Research Center 884 “Political Economyof Reforms”, Grant/Award Number: 139943784; European Research Council (ERC) under the European Unions Horizon 2020 research and innovation programme, Grant/Award Number: 849165
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher Oxford University Press
dc.relation.ispartof Journal of the Royal Statistical Society: Series A (Statistics in Society). 2022;185(3):955-80.
dc.rights © 2022 The Authors. Journal of the Royal Statistical Society: Series A (Statistics in Society) published by John Wiley & Sons Ltd on behalf of Royal Statistical Society. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.title A new experiment on the use of images to answer web survey questions
dc.type info:eu-repo/semantics/article
dc.identifier.doi http://dx.doi.org/10.1111/rssa.12856
dc.subject.keyword breakoff
dc.subject.keyword images
dc.subject.keyword motivational messages
dc.subject.keyword noncompliance
dc.subject.keyword smartphone
dc.subject.keyword web survey
dc.relation.projectID info:eu-repo/grantAgreement/EC/H2020/849165
dc.rights.accessRights info:eu-repo/semantics/openAccess
dc.type.version info:eu-repo/semantics/publishedVersion

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