Investigating respondents’ willingness to participate in video-based web surveys

Publikation: Beitrag in FachzeitschriftArtikelForschungPeer-Review

Autoren

  • Jan Karem Höhne
  • Conrad Ziller
  • Timo Lenzner

Organisationseinheiten

Externe Organisationen

  • Universität Duisburg-Essen
  • GESIS - Leibniz-Institut für Sozialwissenschaften
  • Deutsches Zentrum für Hochschul- und Wissenschaftsforschung (DZHW)
Forschungs-netzwerk anzeigen

Details

OriginalspracheEnglisch
Seiten (von - bis)3-13
Seitenumfang11
FachzeitschriftInternational Journal of Market Research
Jahrgang66
Ausgabenummer1
Frühes Online-Datum1 Sept. 2023
PublikationsstatusVeröffentlicht - Jan. 2024

Abstract

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.

ASJC Scopus Sachgebiete

Zitieren

Investigating respondents’ willingness to participate in video-based web surveys. / Höhne, Jan Karem; Ziller, Conrad; Lenzner, Timo.
in: International Journal of Market Research, Jahrgang 66, Nr. 1, 01.2024, S. 3-13.

Publikation: Beitrag in FachzeitschriftArtikelForschungPeer-Review

Höhne JK, Ziller C, Lenzner T. Investigating respondents’ willingness to participate in video-based web surveys. International Journal of Market Research. 2024 Jan;66(1):3-13. Epub 2023 Sep 1. doi: 10.1177/14707853231198788
Höhne, Jan Karem ; Ziller, Conrad ; Lenzner, Timo. / Investigating respondents’ willingness to participate in video-based web surveys. in: International Journal of Market Research. 2024 ; Jahrgang 66, Nr. 1. S. 3-13.
Download
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