Impact of question topics and filter question formats on web survey breakoffs

IF 2.4 4区 管理学 Q3 BUSINESS
Zeming Chen, A. Cernat, N. Shlomo, S. Eckman
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引用次数: 1

Abstract

Web surveys have become increasingly popular over the last decade, but they tend to suffer from breakoffs, which take place when respondents start the survey but do not complete it. Many studies have investigated the factors impacting breakoffs, but they often ignored the breakoff timing and gave scant attention to two factors: question topics and filter question formats (grouped vs. interleafed as defined by whether filter questions are presented upfront or not). Using survival analysis, this study first identifies when breakoffs are more likely to happen and what are the time-varying predictors of breakoffs. Then, by using a web survey that experimentally manipulates the filter question format and randomly orders the question topic, this study investigates the effect of question topics and filter question formats on the breakoff event and its timing. We find that most breakoffs tend to happen at the beginning of the questionnaire and at the place where a new question topic is introduced. While item nonresponse is associated with more breakoffs, it is surprising to see that open-ended and long questions are associated with a lower breakoff risk. Additionally, we discover that grouping the filter questions leads to fewer breakoffs at the beginning compared to the interleafed counterpart, but the breakoff risk in the grouped format catches up quickly when respondents realise their previous answers will trigger more questions. This study also shows that questions about insurance have more breakoffs while questions on demographics and income have fewer breakoffs despite their sensitivity level.
问题主题和筛选问题格式对网络调查中断的影响
在过去的十年里,网络调查越来越受欢迎,但它们往往会出现中断,这种中断发生在受访者开始调查但没有完成的时候。许多研究都调查了影响中断的因素,但他们经常忽略中断时间,很少关注两个因素:问题主题和筛选问题格式(根据筛选问题是否提前提出的定义,分组与穿插)。通过生存分析,这项研究首先确定了何时更容易发生中断,以及中断的时变预测因素是什么。然后,通过实验操作过滤问题格式并随机排序问题主题的网络调查,本研究调查了问题主题和过滤问题格式对中断事件及其时间的影响。我们发现,大多数中断往往发生在问卷的开头和引入新问题主题的地方。虽然项目无回答与更多的中断有关,但令人惊讶的是,开放式和长问题与较低的中断风险有关。此外,我们发现,与插入式问题相比,对过滤问题进行分组在一开始会导致更少的中断,但当受访者意识到他们之前的答案会引发更多问题时,分组形式的中断风险会迅速上升。这项研究还表明,关于保险的问题有更多的中断,而关于人口统计和收入的问题尽管具有敏感性,但中断较少。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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