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Reducing speeding in web surveys by providing immediate feedback.
Survey research methods Pub Date : 2017-04-10 , DOI: 10.18148/srm/2017.v11i1.6304
Frederick G Conrad 1 , Mick P Couper 1 , Roger Tourangeau 2 , Chan Zhang 3
Affiliation  

It is well known that some survey respondents reduce the effort they invest in answering questions by taking mental shortcuts - survey satisficing. This is a concern because such shortcuts can reduce the quality of responses and, potentially, the accuracy of survey estimates. This article explores "speeding," an extreme type of satisficing, which we define as answering so quickly that respondents could not have given much, if any, thought to their answers. To reduce speeding among online respondents we implemented an interactive prompting technique. When respondents answered faster than a minimal response time threshold, they received a message encouraging them to answer carefully and take their time. Across six web survey experiments, this prompting technique reduced speeding on subsequent questions compared to a no prompt control. Prompting slowed response times whether the speeding that triggered the prompt occurred early or late in the questionnaire, in the first or later waves of a longitudinal survey, among respondents recruited from non-probability or probability panels, or whether the prompt was delivered on only the first or on all speeding episodes. In addition to reducing speeding, the prompts increased response accuracy on simple arithmetic questions for a key subgroup. Prompting also reduced later straightlining in one experiment, suggesting the benefits may generalize to other types of mental shortcuts. Although the prompting could have annoyed respondents, it was not accompanied by a noticeable increase in breakoffs. As an alternative technique, respondents in one experiment were asked to explicitly commit to responding carefully. This global approach complemented the more local, interactive prompting technique on several measures. Taken together, these results suggest that interactive interventions of this sort may be useful for increasing respondents' conscientiousness in online questionnaires, even though these questionnaires are self-administered.

中文翻译:

通过提供即时反馈来减少网络调查的速度。

众所周知,一些调查受访者通过采取心理捷径(调查满意度)来减少回答问题的精力。这是一个令人担忧的问题,因为这种捷径可能会降低答复的质量,并可能降低调查估计的准确性。本文探讨了“超速”,这是一种极端的满足感,我们将其定义为回答速度如此之快,以至于受访者无法对他们的答案进行太多思考(如果有的话)。为了减少在线受访者的超速行为,我们实施了交互式提示技术。当受访者的回答速度超过最低响应时间阈值时,他们会收到一条消息,鼓励他们仔细回答并慢慢来。在六个网络调查实验中,与无提示控制相比,这种提示技术降低了后续问题的速度。提示减慢了响应时间,无论触发提示的超速发生在调查问卷的早期还是晚期,在纵向调查的第一波或后波中,在从非概率或概率小组中招募的受访者中,或者是否仅在首先或在所有超速事件中。除了减少超速之外,提示还提高了关键小组的简单算术问题的回答准确性。在一项实验中,提示还减少了后来的直线运动,这表明这种好处可能会推广到其他类型的心理捷径。尽管这种提示可能会惹恼受访者,但中断次数并没有明显增加。作为一种替代技术,一项实验中的受访者被要求明确承诺谨慎回应。这种全局方法在多项措施上补充了更本地化、交互式的提示技术。综上所述,这些结果表明,此类互动干预措施可能有助于提高受访者在线问卷调查的责任心,即使这些调查问卷是自我管理的。
更新日期:2019-11-01
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