调查受访者参与基于视频的网络调查的意愿

IF 2.4 4区 管理学 Q3 BUSINESS
Jan Karem Höhne, Conrad Ziller, Timo Lenzner
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引用次数: 0

摘要

随着通信技术的发展和人们通信习惯的改变,网络调查中出现了新的数据收集形式。计算机、平板电脑和智能手机等技术设备使研究人员能够重新思考既定的交流形式,并在网络调查中添加人情味。设计更人性化的网络调查有很大的潜力,使研究人员和受访者之间的交流更自然,这可能会带来更高的调查满意度和数据质量。考虑到现有的调查文献,只有少数研究调查了网络调查中被调查者对新交流形式的意愿。因此,在本研究中,我们探讨了受访者参与网络调查的意愿,让采访者通过预先录制的视频(提问)阅读问题,受访者通过自己录制的视频(问答)口头提供答案。我们在德国的非概率SoSci小组中包括了两个意愿问题——一个是通过预先录制的视频提问,另一个是通过自录视频回答问题。结果显示,受访者愿意让采访者阅读问题的意愿高于他们自己录制视频回答的意愿。相信技术有助于沟通和感知调查是有趣的增加意愿,而评估调查主题为敏感降低意愿。当涉及到受访者的意愿时,除了外向性之外,人格特征没有发挥作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Investigating respondents’ willingness to participate in video-based web surveys
Recent developments in communication technology and changes in people’s communication habits facilitate new data collection forms in web surveys. Technical devices, such as computers, tablets, and smartphones, enable researchers to rethink established communication forms and add a human touch to web surveys. Designing web surveys more human-like has the great potential to make communication between researchers and respondents more natural, which may result in higher survey satisfaction and data quality. Considering the existing survey literature, there are only a few studies investigating respondents’ willingness for new communication forms in web surveys. Hence, in the present study, we explore respondents’ willingness to take part in web surveys to have interviewers read questions via pre-recorded videos (question delivery) and in which respondents provide their answers orally via self-recorded videos (question answering). We included two willingness questions – one on question delivery via pre-recorded videos and one on question answering via self-recorded videos – in the non-probability SoSci panel in Germany. The results reveal that respondents’ willingness to have questions read by interviewers is higher than their willingness to self-record video answers. Believing that technology facilitates communication and perceiving the survey as being interesting increases willingness, whereas evaluating the survey topic as sensitive decreases willingness. Personality traits do not play a role when it comes to respondents’ willingness, except for extraversion.
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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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