谁愿意在智能手机调查中使用音频和语音输入,为什么?

IF 2.4 4区 管理学 Q3 BUSINESS
Timo Lenzner, Jan Karem Höhne
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引用次数: 1

摘要

越来越多的受访者通过智能手机完成网络调查,这为利用技术进步改善受访者的调查体验,进而提高他们的回答质量铺平了道路。智能手机调查使研究人员能够将音频和语音功能纳入网络调查,即使用预先录制的音频文件向受访者大声朗读问题,并通过智能手机的麦克风收集语音答案。从书面交流渠道转向音频和语音交流渠道可能会带来一些好处,例如使研究人员和受访者之间的交流过程人性化。然而,人们对受访者是否愿意在沟通渠道上进行这种改变知之甚少。复制和扩展早期的研究,我们考察了受访者在网络调查中愿意使用音频和语音渠道的程度,他们(不)愿意的原因,以及与(不)意愿相关的受访者特征。德国一个不可能性在线小组(N=2146)进行的一项网络调查结果显示,超过50%的受访者愿意大声朗读问题(音频频道),约40%的受访者也愿意通过语音输入(语音频道)给出答案。虽然受访者大多将对新技术的普遍开放归因于他们的意愿,但他们大多将对书面交流的偏好归因于他们不愿意。最后,智能手机调查中的音频和语音频道主要吸引频繁且有能力的智能手机用户以及年轻且精通技术的受访者。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Who Is Willing to Use Audio and Voice Inputs in Smartphone Surveys, and Why?
The ever-growing number of respondents completing web surveys via smartphones is paving the way for leveraging technological advances to improve respondents’ survey experience and, in turn, the quality of their answers. Smartphone surveys enable researchers to incorporate audio and voice features into web surveys, that is, having questions read aloud to respondents using pre-recorded audio files and collecting voice answers via the smartphone’s microphone. Moving from written to audio and voice communication channels might be associated with several benefits, such as humanizing the communication process between researchers and respondents. However, little is known about respondents’ willingness to undergo this change in communication channels. Replicating and extending earlier research, we examine the extent to which respondents are willing to use audio and voice channels in web surveys, the reasons for their (non)willingness, and respondent characteristics associated with (non)willingness. The results of a web survey conducted in a nonprobability online panel in Germany (N = 2146) reveal that more than 50% of respondents would be willing to have the questions read aloud (audio channel) and about 40% would also be willing to give answers via voice input (voice channel). While respondents mostly name a general openness to new technologies for their willingness, they mostly name preference for written communication for their nonwillingness. Finally, audio and voice channels in smartphone surveys appeal primarily to frequent and competent smartphone users as well as younger and tech-savvy respondents.
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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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