The Monetary Value of Good Questionnaire Design
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The document discusses principles and techniques for improving survey design through "Surveytainment". Surveytainment aims to enhance the survey experience for participants through improved questionnaire design, which leads to better data quality and comparability of results. It presents studies that show offering monetary incentives and designing more appealing surveys can increase participation rates and satisfaction. However, incentives may not be needed if the survey itself is interesting and engaging for participants. The optimal design balances the length of the survey, incentives provided, and making the questions appealing.
The Monetary Value of Good Questionnaire Design
- 1. FLORIAN TRESS | ODC SERVICES
- 2. WHAT DO WE MEAN WITH GOOD QUESTIONNAIRE DESIGN 2
- 3. PRINCIPLES OF SURVEYTAINMENT COMPARABILITY BETTER ENHANCED OF RESULTS DATA SURVEY QUALITY EXPERIENCE + BETTER DATA QUALITY + ENHANCED SURVEY EXPERIENCE COMPARABILITY = SURVEYTAINMENT OF RESULTS 3
- 5. ASSESSING THE MONETARY VALUE HOW MUCH DO WE STILL ARE CLIENTS NEED MONETARY WILLING TO INCENTIVES AS PAY FOR IT? BETTER ENHANCED A MOTIVATOR? DATA SURVEY QUALITY EXPERIENCE COMPARABILITY OF RESULTS 5
- 6. satisfaction = f (incentive, appeal of survey) INCENTIVE INCENTIVE THRESHOLD OF PARTICIPATION APPEAL OF SURVEY APPEAL OF SURVEY 6
- 7. HOW CAN WE ASSESS THE SECRET FORMULA 7
- 8. STUDY #1 STUDY #2 1,0 1,0 1,33 QUESTIONNAIRE 1,43 1,43 1,54 DESIGN SECRET FORMULA MONETARY VALUE 40 ct. per interview 5,0 5,0 STANDARD SURVEYTAINMENT STANDARD SURVEYTAINMENT (n = 503) (n = 501) (n = 194) (n = 196) 8
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- 11. … BECAUSE IN OUR PANEL THE INCENTIVE DEPENDS ON THE LOI SURVEY- 1,0 STANDARD TAINMENT LENGTH OF INTERVIEW 14 min 16 min CORRESPONDING INCENTIVE < BUT PERCEIVED LENGTH 5,0 1,6 1,5 STANDARD SURVEYTAINMENT 11
- 12. satisfaction = f (incentive, appeal of survey, length of interview) THRESHOLD OF PARTICIPATION INCENTIVE INCENTIVE APPEAL OF SURVEY APPEAL OF SURVEY 12
- 13. STUDY #3: THE SENSELESS TASK LOI 5 min LOI 7,5 min LOI 10 min 10 BP (1,00 €) 5 BP (0,50 €) n = 600; Completion Rate < 50% 13
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