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FLORIAN TRESS | ODC SERVICES
WHAT DO WE MEAN WITH

GOOD QUESTIONNAIRE DESIGN




                            2
PRINCIPLES OF SURVEYTAINMENT


                           COMPARABILITY
 BETTER       ENHANCED     OF RESULTS
  DATA         SURVEY
 QUALITY     EXPERIENCE   + BETTER DATA QUALITY
                          + ENHANCED SURVEY
                            EXPERIENCE


     COMPARABILITY
                          = SURVEYTAINMENT
      OF RESULTS




                                                  3
TECHNIQUES OF SURVEYTAINMENT




                               4
ASSESSING THE MONETARY VALUE
HOW MUCH                               DO WE STILL
ARE CLIENTS                            NEED MONETARY
WILLING TO                             INCENTIVES AS
PAY FOR IT?   BETTER       ENHANCED    A MOTIVATOR?
               DATA         SURVEY
              QUALITY     EXPERIENCE




                  COMPARABILITY
                   OF RESULTS




                                                   5
satisfaction = f (incentive, appeal of survey)




INCENTIVE                         INCENTIVE
                                                 THRESHOLD OF
                                                  PARTICIPATION



                                  APPEAL OF
                                   SURVEY
APPEAL OF
 SURVEY




                                                              6
HOW CAN WE ASSESS THE

SECRET FORMULA


                        7
STUDY #1                                             STUDY #2
1,0                                                  1,0

                        1,33
                                    QUESTIONNAIRE             1,43           1,43
         1,54
                                       DESIGN



                                       SECRET
                                      FORMULA



                                MONETARY VALUE



                                      40 ct.
                                     per interview
5,0                                                  5,0
      STANDARD     SURVEYTAINMENT                          STANDARD     SURVEYTAINMENT
       (n = 503)       (n = 501)                            (n = 194)       (n = 196)



                                                                                    8
9
10
… BECAUSE IN OUR PANEL THE INCENTIVE DEPENDS ON THE LOI

                                                     SURVEY-
1,0                                 STANDARD
                                                    TAINMENT

                                       LENGTH OF INTERVIEW
                                  14 min                      16 min

                                     CORRESPONDING INCENTIVE

                                               <
                                       BUT PERCEIVED LENGTH

5,0                                   1,6               1,5
      STANDARD   SURVEYTAINMENT




                                                                  11
satisfaction = f (incentive, appeal of survey, length of interview)



                                                         THRESHOLD OF
                                                          PARTICIPATION
     INCENTIVE                          INCENTIVE




                                        APPEAL OF
                                         SURVEY
    APPEAL OF
     SURVEY




                                                                      12
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%



                                                                        13
14
15
16

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The Monetary Value of Good Questionnaire Design

  • 1. FLORIAN TRESS | ODC SERVICES
  • 2. WHAT DO WE MEAN WITH GOOD QUESTIONNAIRE DESIGN 2
  • 3. PRINCIPLES OF SURVEYTAINMENT COMPARABILITY BETTER ENHANCED OF RESULTS DATA SURVEY QUALITY EXPERIENCE + BETTER DATA QUALITY + ENHANCED SURVEY EXPERIENCE COMPARABILITY = SURVEYTAINMENT OF RESULTS 3
  • 5. ASSESSING THE MONETARY VALUE HOW MUCH DO WE STILL ARE CLIENTS NEED MONETARY WILLING TO INCENTIVES AS PAY FOR IT? BETTER ENHANCED A MOTIVATOR? DATA SURVEY QUALITY EXPERIENCE COMPARABILITY OF RESULTS 5
  • 6. satisfaction = f (incentive, appeal of survey) INCENTIVE INCENTIVE THRESHOLD OF PARTICIPATION APPEAL OF SURVEY APPEAL OF SURVEY 6
  • 7. HOW CAN WE ASSESS THE SECRET FORMULA 7
  • 8. STUDY #1 STUDY #2 1,0 1,0 1,33 QUESTIONNAIRE 1,43 1,43 1,54 DESIGN SECRET FORMULA MONETARY VALUE 40 ct. per interview 5,0 5,0 STANDARD SURVEYTAINMENT STANDARD SURVEYTAINMENT (n = 503) (n = 501) (n = 194) (n = 196) 8
  • 9. 9
  • 10. 10
  • 11. … BECAUSE IN OUR PANEL THE INCENTIVE DEPENDS ON THE LOI SURVEY- 1,0 STANDARD TAINMENT LENGTH OF INTERVIEW 14 min 16 min CORRESPONDING INCENTIVE < BUT PERCEIVED LENGTH 5,0 1,6 1,5 STANDARD SURVEYTAINMENT 11
  • 12. satisfaction = f (incentive, appeal of survey, length of interview) THRESHOLD OF PARTICIPATION INCENTIVE INCENTIVE APPEAL OF SURVEY APPEAL OF SURVEY 12
  • 13. 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% 13
  • 14. 14
  • 15. 15
  • 16. 16