The document summarizes a study comparing the effects of "classic" versus "next generation" question types in online surveys. The study involved 807 interviews using either question type randomly. It found that simple questions were not affected by design, but more complex questions like rankings and scales produced different results between the question types. While new designs may improve speed and engagement, they can also influence responses in ways that threaten validity. Careful examination of new question types is needed before integrating them into research. In general, responsive design allows faster interviews but may manipulate responses in unintended ways.
LLMs, LMMs, their Improvement Suggestions and the Path towards AGI
Effects of Motivating Question Types
1. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
General Online Research 2016 - Dresden, 4th March 2016
Track A9: Paradata and New Developments
Holger Lütters – Hochschule für Technik und Wirtschaft Berlin
Malte Friedrich-Freksa - GapFish GmbH
Sandra Vitt - Mediengruppe RTL Deutschland
Effects of motivating question types with
graphical support in multi channel design studies
2. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Consumers choosing mobile Devices in
questionnaire research
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3. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
“unintentional” mobile participation in online surveys
changes the market research technology landscape
• Use of mobile devices for surveys is constantly growing
• Research concepts initially designed for desktop usage are
answered more and more on smartphones and tablets
• Interview duration on mobile devices around 20% longer
compared to desktop interviews with negative impact on
willingness to participate and cost
• Technology problems overlay the research questions of
effects of different responsive questionnaire designs
• Lack of methodology development specialized on mobile
devices interactions lead us to re-think some of the question
interactions
• Our contribution: Research the effect of graphical
question representations on data and behaviour
4. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
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Study set-up and field report
Empirical study comparing “Classic” and
“Next Generation” question types
5. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Concept of the study
Field Work
questionnaire with
a development of
807 multi channel interviews conducted via Panel and In-App
• 13 Minutes questionnaire
• October 2015 in Germany
• 1400 contacts
• Random distribution between
“classic” or “new” question types
• 807 complete Interviews
• 216 In-App Interviews
• Quota on device used
TeamworkField Report
6. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Random distribution of question types on device categories
Quota 50:50 on device split (Desktop/Laptop vs. Tablet/Smartphone)
50%
50%
7. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Identical questionnaire via Mobile Browser and In-App
Mobile
Browser
In-App
8. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
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Improving survey UX with graphical support
"Classic" vs. "NXT GEN" question types in comparison
9. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Graphical and technical support to the answer item
Example Classic Question Example Next Generation
10. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Idea: Graphical support as a means of cognitive discharge
11. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Result Single Choice question with graphical support:
Simple design does not affect the answer quality
• The most important result after over 20 single choice
questions using the two different designs:
The new technology does not affect the answers to standard
single choice questions
• Time to answer: 17% faster on average
• Complex design: 20% more time needed for NXT GEN
• Simple graphic support is designed to help, but can also
increase complexity
12. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Drop-down vs. graphical answer pattern
Example Classic Question
Drop-down list
Example Next Generation
Answer on graphical scale
“How long did your answers to this questionnaire take?
Please estimate your answer in minutes.”
13. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Result: The different graphical representation of an estimation
question shows extreme effects. Drop-down does not seem to provide
valid results but device patterns
Actual time as measured:
13 Minutes 47 seconds
14. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Ranking vs. Sorting: Cognitive complex question in comparison
Example Classic Ranking Question Example Next Generation Sorting
2 options of answering
15. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Method using complete pairwise comparisons to create a
ranking with the same criteria list
Preference measurement in complete pairwise comparisons using the Analytic Hierarchy Process
(AHP) method. The review in full paired comparisons requires 10 questions
Question: What is personally more important to you when deciding about a survey participation?
5 items (Survey topic, Compensation, Design, Duration, Date of invitation)
16. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Result: All three ranking approaches create different results
17. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Ranking approaches are a complex issue
• 4 of 5 items are sorted "different" when switching the method
• The different question types produce a rank reversal answer
pattern
• Time comparable
• Sorting as a fast interaction typ
• Drop-Down slightly longer (2,4%)
• Pairwise comparison longer (12,3%)
18. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Type-In vs. graphical anwers using Van Westendorp’s Price-
Sensitivity Meter
Example Classic Question
Type-In
Example Next Generation
Answer on graphical scale
19. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Result: The graphical response interaction generates completely
deviant values compared to direct data entry
Type-In Answer Optimal Price Point 2,75€
Graphical Slider Answer Optimal Price Point 4,89€
Result: 44% higher
willingness to pay =
problem of validity
20. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Nxt Gen question types took 17% less time to answer
Type-in answers explain the major differences
21. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
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Discussion of results
"Classic" vs. "NXT GEN" question types in review
22. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Summary of findings
• Simple questions are not sensitive to design influences
• Overall 17% faster interviews with responsive design (Even
faster on Desktop/Laptop)
• In-App 25% faster than classic approach
• Drop-out pattern is similar in both approaches (decision to
drop-out not necessarily connected to design)
• Graphical question types can stimulate the respondents and
keep motivation high, but they can turn out to be
manipulative as well
• “Annoying” questions cause drop-out and raise the
respondent’s burden (text as an example)
• Graphical approaches interesting, but highly influential
23. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
New question types need to be carefully examined
before they can be integrated into the research process
• Some of the new question types produce similar responses.
Others produce completely different results.
Not all good ideas seem to make sense in research
• Responsive adaptations are a must for today’s research
• The results represent the fundamental question of the validity of
measurements via survey.
Have we been asking everything correctly in the (online) past?
• Device agnostic should be the way of thinking about the future of
research. We do not believe in devices.
Inter Device Reliability is what we are looking for
• The search for mobile methods has only just begun
24. Lütters/Freksa/Vitt · Effects of motivating question types ...· #GOR16 · Dresden 4th March 2016 · @luetters
Thanks to the supporters of the study
Authors
Holger Lütters – HTW Berlin
Malte Friedrich-Freksa - GapFish GmbH
Sandra Vitt - Mediengruppe RTL Deutschland
Contact
Prof. Dr. Holger Lütters
Hochschule für Technik und Wirtschaft Berlin
Holger.Luetters@htw-berlin.de
www.luetters.com
Twitter @luetters
xing.com/profile/Holger_Luetters
de.linkedin.com/in/luetters/
Thanks to Benjamin Schubert and Ian Thomson
for their support during the project
Thanks to
questionnaire with www.questfox.com
questfox® is a development of pangea labs GmbH
www.pangealabs.com
TinSort Question Example under
https://goo.gl/RbK5Xo
Report under
http://goo.gl/zf8tJp