This study explored the influence of Internet memes, specifically image macros of animals with motivational captions, on survey respondents’ engagement with the survey-taking experience and subsequent data quality. A web-based field experiment was conducted with online survey respondents from two sample sources, one crowdsourced, and one commercially managed online panel. Half of the respondents from each sample source were randomly selected to see the memes at various points throughout the survey; the other half did not. Direct and indirect measures of survey engagement and response quality were used to assess effectiveness of the memes. Quantitative results were inconclusive, with few significant differences found in measures of engagement and data quality between respondents in the meme or control condition in either sample source. However, qualitative open-ended comments from respondents who saw the memes in both sample groups revealed that memes provide respondents a fun break and relief from the cognitive burdens of answering online survey questions. In conclusion, memes represent a relatively inexpensive and easy way for survey researchers to connect with respondents and show appreciation for their time and effort.

这项研究探讨了网络模因，特别是带有动机标题的动物的图像宏，对调查受访者参与调查经历和后续数据质量的影响。对来自两个样本来源的在线调查受访者进行了一个基于网络的现场实验，一个是众包的，另一个是商业管理的在线小组。在每个调查样本中，从每个样本来源中随机抽取了一半的受访者，以观察整个调查过程中各个点的模因；另一半没有。通过直接和间接的调查参与度和响应质量来评估模因的有效性。定量结果尚无定论，在任一样本来源的模因或对照条件下，受访者之间参与度和数据质量的度量差异不明显。然而，在两个样本组中都看到了模因的受访者的定性开放式评论表明，模因为受访者提供了一个有趣的休息时间，并且可以缓解回答在线调查问题的认知负担。总而言之，模因代表了调查研究人员与受访者建立联系并表达对他们的时间和努力表示赞赏的相对廉价和简便的方法。