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The Monetary Value of Good Questionnaire Design

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The Monetary Value of Good Questionnaire Design

  1. 1. FLORIAN TRESS | ODC SERVICES
  2. 2. WHAT DO WE MEAN WITHGOOD QUESTIONNAIRE DESIGN 2
  3. 3. PRINCIPLES OF SURVEYTAINMENT COMPARABILITY BETTER ENHANCED OF RESULTS DATA SURVEY QUALITY EXPERIENCE + BETTER DATA QUALITY + ENHANCED SURVEY EXPERIENCE COMPARABILITY = SURVEYTAINMENT OF RESULTS 3
  4. 4. TECHNIQUES OF SURVEYTAINMENT 4
  5. 5. ASSESSING THE MONETARY VALUEHOW MUCH DO WE STILLARE CLIENTS NEED MONETARYWILLING TO INCENTIVES ASPAY FOR IT? BETTER ENHANCED A MOTIVATOR? DATA SURVEY QUALITY EXPERIENCE COMPARABILITY OF RESULTS 5
  6. 6. satisfaction = f (incentive, appeal of survey)INCENTIVE INCENTIVE THRESHOLD OF PARTICIPATION APPEAL OF SURVEYAPPEAL OF SURVEY 6
  7. 7. HOW CAN WE ASSESS THESECRET FORMULA 7
  8. 8. STUDY #1 STUDY #21,0 1,0 1,33 QUESTIONNAIRE 1,43 1,43 1,54 DESIGN SECRET FORMULA MONETARY VALUE 40 ct. per interview5,0 5,0 STANDARD SURVEYTAINMENT STANDARD SURVEYTAINMENT (n = 503) (n = 501) (n = 194) (n = 196) 8
  9. 9. 9
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  11. 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 LENGTH5,0 1,6 1,5 STANDARD SURVEYTAINMENT 11
  12. 12. satisfaction = f (incentive, appeal of survey, length of interview) THRESHOLD OF PARTICIPATION INCENTIVE INCENTIVE APPEAL OF SURVEY APPEAL OF SURVEY 12
  13. 13. STUDY #3: THE SENSELESS TASK LOI 5 min LOI 7,5 min LOI 10 min10 BP (1,00 €) 5 BP (0,50 €)n = 600; Completion Rate < 50% 13
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