the monetary value of good questionnaire design
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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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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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