surveytainment 2.0

Surveytainment 2.0:

Why investing 10 more minutes in constructing your questionnaire is worth considering.

Mannheim, 7th of March 2012

Florian Tress, ODC Services

Till Winkler, SKOPOS

Sebastian Schmidt, SKOPOS

In day-to-day life surveytainment often …

  is a known term in the market research community

  is vaguely associated with something that is modern and style-driven

  is a product often offered by service providers

  fits into the world of form-over-function thinking

Surveytainment is a layout and usability driven enhancement and revision of the traditional online survey that has been driven by

methodological thoughts and approach in the past.

Survey in cooperation with B/S/H/ topic: scales

Online Survey with ODC Services Split Half design

“Ordinary“ questionnaire-design

(n=500)

Surveytainment 2.0 (n=500)

Background

We tried to improve the overall perception of the survey by … implementing visually appealing elements Implementing interactive elements

visually supporting participants’ answers explain certain questions to participants

Parameters and results we focused on …

data quality

participant motivation

participant satisfaction

participant interest in the topic

willingness to participate

again

straightlining

behavior during open questions

drop out rate

behavior during personal

identification questions

duration of interview

Surveytainment

1st Item Set 2nd Item Set

Reduction of: Reduction of: 45% 33%

Standard Standard Surveytainment Surveytainment

Straightlining

Average Amount of Strings

25.6 31.3 vs.

Basic Surveytainment

Average Amount of Words

4.1 5.1 vs.

Basic Surveytainment

Open Ended Answers

Average number of valid answers per respondent

1.38 1.43

Duration and perception of the average interview*

13.7min Standard Survey

16.0min Surveytainment Survey

59%

23%

16%

2%

67%

18%

9% 3%

Standard Surveytainment

length is quite right

length is too long / short

* Only participants with similiar structure concerning survey length were used for this comparison.

Drop Outs

90%

93%

95%

98%

100%


Both questionnaires: Two consecutive matrix questions

Surveytainment questionnaire:

Problems with usability

Reparticipation

75% 76%

Reparticipation


Sta

ndar

d; 8

6

84

89

87

90

87

86

84

80

86

87

86

Sur

veyt

ainm

ent;

92

91

93

91

95

90

92

93

89

92

91

92

Total Male Female 16 - 25 26 - 35 36 - 45 46 - 55 56 - 65 over 65 Low Middle High

Gender Age Education

Overall Satisfaction

5

7

4 4

5

4

6

8 9

6

4

6



Enhanced Satisfaction: Overall

3

5

0

5

2 3

-4

4 5

2 2 3

4

5

2 1

8

0

2

8

13

2 3

6

4 5

3 4

8

1 2

4

10

3 3

6


Length Topic Fun


Enhanced Satisfaction: Detail

4 results we want you to go home with today

  You can enhance motivation and satisfaction within the participant.

  You can enhance the data quality by a minimum concerning open questions and straightlining.

  Forecast: Visually interesting and appealing surveys will become standard without changing data structure. Panelists though expect you to be up-to-date.

 Surveytainment is a relevant factor for successful recruitment and reduction of panel mortality.

Surveytainment is not to be seen as a revolution of the online research but an evolution which we

cannot neglect to notice!