Do You Know Which Device Your Respondent Has Used to Take Your Online Survey?

Callegaro, Mario

doi:10.29115/sp-2010-0028

Cited by 80 publications

(67 citation statements)

References 6 publications

(2 reference statements)

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“…Perhaps the most serious is survey breakoff. Previous research on mobile web surveys (typically those not optimized for mobile devices) has reported breakoff rates in the range of 25-70 percent (Callegaro 2010, Callegaro andMacer 2011).Similarly, Peterson (2012) reports that unintended mobile respondents breakoff twice as often and take 25-50 percent longer to complete online surveys relative to computer respondents. However, his research summary focuses on unintended mobile respondents taking surveys on smartphones, not tablets.…”

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confidence: 99%

Filling the Void: Gaining a Better Understanding of Tablet-Based Surveys

2013

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These trends have serious implications for online surveys, especially for online surveys that are designed specifically for a computer screen and not modified, or optimized, for the smaller screen typical of a mobile device. In this paper, we present results from tablet, computer, and smartphone administrations of a survey. For each, we examine three measures of survey taking behavior. Our main focus is on surveys taken with tablets and whether tablet survey administration is comparable to computer survey administration. Our results are preliminary, but instructive, since there is currently very little research on tablet administration of online surveys. However, with tablet ownership on the rise, understanding the effects of this survey mode will become exceedingly more important. Just as tablets have served to fill the void between the often difficult-to-read smartphone screen and the difficult-to-transport computer, tablets can also fill the void for mobile survey takers. Previous Research Previous ResearchOnline surveys taken on mobile devices can present problems. Perhaps the most serious is survey breakoff. Previous research on mobile web surveys (typically those not optimized for mobile devices) has reported breakoff rates in the range of 25-70 percent (Callegaro 2010, Callegaro andMacer 2011).Similarly, Peterson (2012) reports that unintended mobile respondents breakoff twice as often and take 25-50 percent longer to complete online surveys relative to computer respondents. However, his research summary focuses on unintended mobile respondents taking surveys on smartphones, not tablets. 2 tablets were used.) Guidry found that iPad respondents had similar abandonment rates as computer respondents (and much lower rates than smartphone respondents), similar rates of item-missing data, and similar rates of response non-differentiation (and much lower rates than smartphone respondents).In this paper, we add to this nascent research by comparing tablet, computer, and smartphone administrations of a survey among a national sample of adults. Current Study Current StudyOne of the original objectives of this study was to test mobile phone surveys versus surveys done on a computer. For the mobile survey, we utilized a smartphone survey app-the Survey on Demand App (SODA), developed by Techneos (a Confirmit company). The survey app has been programmed for all major types of smartphone operating systems, with a separate optimized visual design for each. See Buskirk and Andrus (2012) for a discussion of this app-based smartphone survey approach.In this study, the same survey was administered to smartphone respondents and online respondents. The questionnaire contained 24 questions on consumer behavior, Internet usage, and TV viewing habits. The survey was designed primarily with mobile app respondents in mind. It featured short questions, short response lists, no grid items, minimal need for vertical scrolling, and was relatively short.The survey was fielded to a large, national sample of online panelists from Knowled...

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Filling the Void: Gaining a Better Understanding of Tablet-Based Surveys

2013

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“…We used the ''user agent strings'' to determine whether respondents used a PC, a smartphone, or a tablet to answer the survey (see Callegaro, 2010Callegaro, , 2013. These data on the operating system, browser, and further technical specifications were collected as paradata (Kreuter, 2013;Kreuter & Casas-Cordero, 2010) by the web survey software package.…”

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Explaining Interview Duration in Web Surveys

Gummer

Roβmann

2014

Social Science Computer Review

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Interview duration is an important variable in web surveys because it is a direct measure of the response burden. In this article, we analyze the effects of the survey design, respondent characteristics, and the interaction between these effects on interview duration. For that purpose, we applied multilevel analysis to a data set of 21 web surveys on political attitudes and behavior. Our results showed that factors on both levels, the individual and the survey level, had effects on interview duration. However, the larger share of the variation in interview duration is explained by the characteristics of the respondents. In this respect, we illustrate the impact of mobile devices and panel recruitment on interview duration. In addition, we found important relationships between the respondents' attitudes and how a web survey is designed: Highly motivated respondents spent significantly more time answering cognitively demanding questions than less motivated respondents. When planning a survey, not only the number and formats of questions need to be taken into account but also the expected sample composition and how the participants will respond to the design of the web survey.

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“…One theory we have for these results is that when a survey is not mobile optimized, respondents who answer the survey on a mobile device will often have to pinch and scroll to see a layout that is usually visible on a single screen of a computer (Buskirk & Andres, 2013). Because this scrolling increases respondent burden, it can lead to more breakoffs compared with computer users (Callegaro, 2010). With mobile devices, respondents are less burdened by the ability to complete a survey whenever and wherever they want, but that decrease in burden may be negated if the layout is not user-friendly.…”

Section: Burdenmentioning

confidence: 99%

“…Of course, factors such as length and survey difficulty could affect completion rates, but with mobile surveys, screen optimization may also be a factor. Callegaro (2010) has reported multiple studies where the breakoff rates were higher and completion rates lower for mobile than for computer users. However, it appears these studies did not have their surveys optimized for mobile.…”

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confidence: 99%

Technology Options for Engaging Respondents in Self-Administered Questionnaires and Remote Interviewing

Cook¹,

Sha²,

Murphy³

et al. 2016

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This PDF document was made available from www.rti.org as a public service of RTI International. More information about RTI Press can be found at http://www.rti.org/rtipress. RTI International is an independent, nonprofit research organization dedicated to improving the human condition by turning knowledge into practice. The RTI Press mission is to disseminate information about RTI research, analytic tools, and technical expertise to a national and international audience. RTI Press publications are peer-reviewed by at least two independent substantive experts and one or more Press editors.

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Do You Know Which Device Your Respondent Has Used to Take Your Online Survey?

Cited by 80 publications

References 6 publications

Filling the Void: Gaining a Better Understanding of Tablet-Based Surveys

Filling the Void: Gaining a Better Understanding of Tablet-Based Surveys

Explaining Interview Duration in Web Surveys

Technology Options for Engaging Respondents in Self-Administered Questionnaires and Remote Interviewing

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