the monetary value of good questionnaire design

FLORIAN TRESS | ODC SERVICES

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GOOD QUESTIONNAIRE DESIGN

WHAT DO WE MEAN WITH

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ENHANCED SURVEY

EXPERIENCE

COMPARABILITY OF RESULTS

BETTER DATA

QUALITY

COMPARABILITY

OF RESULTS

+ BETTER DATA QUALITY

+ ENHANCED SURVEY

EXPERIENCE

= SURVEYTAINMENT

PRINCIPLES OF SURVEYTAINMENT

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TECHNIQUES OF SURVEYTAINMENT

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ENHANCED SURVEY

EXPERIENCE

COMPARABILITY OF RESULTS

BETTER DATA

QUALITY

COMPARABILITY OF RESULTS

BETTER DATA

QUALITY

ASSESSING THE MONETARY VALUE

HOW MUCH ARE CLIENTS

WILLING TO PAY FOR IT?

DO WE STILL NEED MONETARY

INCENTIVES AS

A MOTIVATOR?

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THRESHOLD OF

PARTICIPATION

INCENTIVE

APPEAL OF

SURVEY

INCENTIVE

APPEAL OF

SURVEY

satisfaction = f (incentive, appeal of survey)

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SECRET FORMULA HOW CAN WE ASSESS THE

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STUDY #1

1,0

5,0

STANDARD SURVEYTAINMENT (n = 503) (n = 501)

1,54

1,33 1,43 1,43

(n = 194) (n = 196)

QUESTIONNAIRE

DESIGN

STUDY #2

1,0

5,0

STANDARD SURVEYTAINMENT

MONETARY VALUE

SECRET

FORMULA

40 ct. per interview

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10

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1,0

5,0

STANDARD SURVEYTAINMENT

LENGTH OF INTERVIEW

14 min 16 min

STANDARD SURVEY-

TAINMENT

CORRESPONDING INCENTIVE

<

… BECAUSE IN OUR PANEL THE INCENTIVE DEPENDS ON THE LOI

BUT PERCEIVED LENGTH

1,6 1,5

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THRESHOLD OF

PARTICIPATION

INCENTIVE

APPEAL OF

SURVEY

INCENTIVE

APPEAL OF

SURVEY

satisfaction = f (incentive, appeal of survey, length of interview)

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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%

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15

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