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A new experiment on the use of images to answer web survey questions

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  • Bosch Jover, Oriol
  • Revilla, Melanie
  • Qureshi, Danish Daniel
  • Höhne, Jan

Abstract

Images might provide richer and more objective information than text answers to open-ended survey questions. Little is known, nonetheless, about the consequences for data quality of asking participants to answer open-ended questions with images. Therefore, this paper addresses three research questions: (1) What is the effect of answering web survey questions with images instead of text on breakoff, noncompliance with the task, completion time and question evaluation? (2) What is the effect of including a motivational message on these four aspects? (3) Does the impact of asking to answer with images instead of text vary across device types? To answer these questions, we implemented a 2 × 3 between-subject web survey experiment (N = 3043) in Germany. Half of the sample was required to answer using PCs and the other half with smartphones. Within each device group, respondents were randomly assigned to (1) a control group answering open-ended questions with text; (2) a treatment group answering open-ended questions with images; and (3) another treatment group answering open-ended questions with images but prompted with a motivational message. Results show that asking participants to answer with images significantly increases participants' likelihood of noncompliance as well as their completion times, while worsening their overall survey experience. Including motivational messages, moreover, moderately reduces the likelihood of noncompliance. Finally, the likelihood of noncompliance is similar across devices.

Suggested Citation

  • Bosch Jover, Oriol & Revilla, Melanie & Qureshi, Danish Daniel & Höhne, Jan, 2022. "A new experiment on the use of images to answer web survey questions," LSE Research Online Documents on Economics 114899, London School of Economics and Political Science, LSE Library.
    • Handle: RePEc:ehl:lserod:114899
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    File URL: http://eprints.lse.ac.uk/114899/
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    References listed on IDEAS

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    1. Oriol J. Bosch & Melanie Revilla, 2021. "Using emojis in mobile web surveys for Millennials? A study in Spain and Mexico," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(1), pages 39-61, February.
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    More about this item

    Keywords

    breakoff; images; motivational messages; noncompliance; smartphone; web survey; e European Unions Horizon 2020 research and innovation programme; Grant/Award Number: 849165; Wiley deal;
    All these keywords.

    JEL classification:

    • C1 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General

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