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.

中文翻译：

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使用图像回答网络调查问题的新实验


对于开放式调查问题，图像可能比文本答案提供更丰富、更客观的信息。然而，对于要求参与者用图像回答开放式问题对数据质量的影响，人们知之甚少。因此，本文提出三个研究问题：（1）用图像代替文字回答网络调查问题对中断、不遵守任务、完成时间和问题评价有何影响？ (2) 包含激励信息对这四个方面有何影响？ (3) 要求使用图像而不是文本进行回答的影响是否因设备类型而异？为了回答这些问题，我们在德国实施了一项 2 × 3 受试者间网络调查实验 ( N = 3043)。一半的样本需要使用个人电脑回答，另一半则使用智能手机回答。在每个设备组中，受访者被随机分配到（1）对照组，用文本回答开放式问题； (2) 治疗组用图像回答开放式问题； (3) 另一个治疗组用图像回答开放式问题，但用激励性信息提示。结果表明，要求参与者用图像回答会显着增加参与者不遵守规定的可能性以及完成时间，同时恶化他们的整体调查体验。此外，包含激励性信息可以适度降低不遵守规定的可能性。最后，不同设备之间不合规的可能性是相似的。