Effects of Asking for Telephone Numbers on Survey Honesty

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The document summarizes research on the effects of asking for telephone numbers on survey honesty. It finds that agreeing or declining to provide a number can impact responses. Asking at the beginning versus the end does not significantly impact most answer types. People who agree to provide their number endorse more illegal, unethical and embarrassing behaviors compared to those who decline. The researcher concludes that asking for contact information up front and listening to agreers may provide more honest responses.

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Call Me Maybe:
Effects of asking for
telephone numbers
on survey honesty
Presented by Annie Pettit
Chief Research Officer at Peanut Labs
annie@peanutlabs.com

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Research Questions
Should you ask at
the beginning or the
end of the survey?
When To Ask
Will people endorse
more socially
desirable, charitable
behaviours?
Will people endorse
fewer illegal,
unethical, and
embarrassing
behaviours?
Social Desirability Illegal BehavioursCBA

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Method
Group 1
• Phone
number
request was
first question
• N=500
Group 2
• Phone
number
request was
last question
• N=500
Sampled and weighted to
US census targets

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Question Categories
Compliment
employee
Bought
someone
coffee
Kind Charitable
Pee in
shower
Embarrassing
Called in
sick
Unethical
Listen to
music
Neutral
Impaired
driving
Illegal

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RESULTS
BEGINNING VS END

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Neutral
% of People Endorsing Neutral Behaviours

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Neutral
It doesn’t matter if you were asked at the beginning or the end,
endorsement rates for neutral behaviours were the same.
Average
Standard Deviation

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Charitable
Charitable behaviours didn’t change if you were asked at the beginning
or the end.

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Kind
Kind behaviours didn’t change if you were asked at the beginning or
the end.

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Embarrassing
Embarrassing behaviours didn’t change if you were asked at the
beginning or the end.

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Unethical
Unethical behaviours didn’t change if you were asked at the beginning
or the end.

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Illegal
Though there was more variability, Illegal behaviours didn’t change if
you were asked at the beginning or the end.

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or
makes
no
Beginning
difference
end
CONCLUSION

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RESULTS
AGREE VS DECLINE

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Method
Group 1
• Yes, here’s
my phone
number
• 555-5555
Group 2
• No! You can’t
have my
phone number
• BUG-OFFF

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Illegal
People who agree endorse more illegal behaviours

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Unethical
People who agree endorse more unethical behaviours

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Embarrassing
People who agree endorse more embarrassing behaviours

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Kind
People who agree endorse more kind behaviours

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Charitable
People who agree endorse more charitable behaviours

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Neutral
People who agree endorse more neutral behaviours

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Are Agreers Click Happy?
Oh yeah

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But If We Match On Click Rates
Agreers still have higher rates for illegal, unethical and charitable behaviours

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or
makes a
Agreeing
difference
disagreeing
CONCLUSION

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RESULTS
INTERACTIONS

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Method
Group 1
Beginning
Decline
Group 2
End
Decline
Group 3
Beginning
Agree
Group 4
End
Agree

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Neutral
Always unaffected

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Agreers Are Confessors
Illegal Unethical Embarrassing Kind Charitable Neutral Average

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RESULTS
SELF VS OTHERS

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Differences of Indexes
People attribute more activities to themselves

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Grouped Indexes
People attribute more to themselves, but negative activities less so

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the
and listen
If
agreers
beginning
you
want
honesty
ask
at
to
CONCLUSION

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So many new questions
• Type of PII: What if we asked for email or physical address
instead?
• Position of Ask: What if we ask half-way through? After an
embarrassing question?
• Survey Style: What if the entire survey is embarrassing?
• Screen Outs: What if everyone was told there would be
no screen-outs?

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Thank you!
Annie Pettit
Chief Research Officer
Peanut Labs
annie@peanutlabs.com
twitter.com/LoveStats
ca.linkedin.com/in/anniepettit/
Questions about our Sample Services?
Jonathan Cheriff
Director of Sales & Marketing
jonathan.cheriff@peanutlabs.com
twitter.com/paperbackdad
www.linkedin.com/in/jonathancheriff

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Effects of Asking for Telephone Numbers on Survey Honesty

1. Please tweet! #CASRO @LoveStats Please tweet! @LoveStats #EventHashtag Call Me Maybe: Effects of asking for telephone numbers on survey honesty Presented by Annie Pettit Chief Research Officer at Peanut Labs annie@peanutlabs.com

2. Please tweet! #CASRO @LoveStats Research Questions Should you ask at the beginning or the end of the survey? When To Ask Will people endorse more socially desirable, charitable behaviours? Will people endorse fewer illegal, unethical, and embarrassing behaviours? Social Desirability Illegal BehavioursCBA

3. Please tweet! #CASRO @LoveStats Method Group 1 • Phone number request was first question • N=500 Group 2 • Phone number request was last question • N=500 Sampled and weighted to US census targets

4. Please tweet! #CASRO @LoveStats Question Categories Compliment employee Bought someone coffee Kind Charitable Pee in shower Embarrassing Called in sick Unethical Listen to music Neutral Impaired driving Illegal

5. Please tweet! #CASRO @LoveStats RESULTS BEGINNING VS END

6. Please tweet! #CASRO @LoveStats Neutral % of People Endorsing Neutral Behaviours

7. Please tweet! #CASRO @LoveStats Neutral It doesn’t matter if you were asked at the beginning or the end, endorsement rates for neutral behaviours were the same. Average Standard Deviation

8. Please tweet! #CASRO @LoveStats Charitable Charitable behaviours didn’t change if you were asked at the beginning or the end.

9. Please tweet! #CASRO @LoveStats Kind Kind behaviours didn’t change if you were asked at the beginning or the end.

10. Please tweet! #CASRO @LoveStats Embarrassing Embarrassing behaviours didn’t change if you were asked at the beginning or the end.

11. Please tweet! #CASRO @LoveStats Unethical Unethical behaviours didn’t change if you were asked at the beginning or the end.

12. Please tweet! #CASRO @LoveStats Illegal Though there was more variability, Illegal behaviours didn’t change if you were asked at the beginning or the end.

13. Please tweet! #CASRO @LoveStats or makes no Beginning difference end CONCLUSION

14. Please tweet! #CASRO @LoveStats RESULTS AGREE VS DECLINE

15. Please tweet! #CASRO @LoveStats Method Group 1 • Yes, here’s my phone number • 555-5555 Group 2 • No! You can’t have my phone number • BUG-OFFF

16. Please tweet! #CASRO @LoveStats Illegal People who agree endorse more illegal behaviours

17. Please tweet! #CASRO @LoveStats Unethical People who agree endorse more unethical behaviours

18. Please tweet! #CASRO @LoveStats Embarrassing People who agree endorse more embarrassing behaviours

19. Please tweet! #CASRO @LoveStats Kind People who agree endorse more kind behaviours

20. Please tweet! #CASRO @LoveStats Charitable People who agree endorse more charitable behaviours

21. Please tweet! #CASRO @LoveStats Neutral People who agree endorse more neutral behaviours

22. Please tweet! #CASRO @LoveStats

23. Please tweet! #CASRO @LoveStats Are Agreers Click Happy? Oh yeah

24. Please tweet! #CASRO @LoveStats But If We Match On Click Rates Agreers still have higher rates for illegal, unethical and charitable behaviours

25. Please tweet! #CASRO @LoveStats or makes a Agreeing difference disagreeing CONCLUSION

26. Please tweet! #CASRO @LoveStats RESULTS INTERACTIONS

27. Please tweet! #CASRO @LoveStats Method Group 1 Beginning Decline Group 2 End Decline Group 3 Beginning Agree Group 4 End Agree

28. Please tweet! #CASRO @LoveStats Neutral Always unaffected

29. Please tweet! #CASRO @LoveStats Agreers Are Confessors Illegal Unethical Embarrassing Kind Charitable Neutral Average

30. Please tweet! #CASRO @LoveStats RESULTS SELF VS OTHERS

31. Please tweet! #CASRO @LoveStats Differences of Indexes People attribute more activities to themselves

32. Please tweet! #CASRO @LoveStats Grouped Indexes People attribute more to themselves, but negative activities less so

33. Please tweet! #CASRO @LoveStats the and listen If agreers beginning you want honesty ask at to CONCLUSION

34. Please tweet! #CASRO @LoveStats So many new questions • Type of PII: What if we asked for email or physical address instead? • Position of Ask: What if we ask half-way through? After an embarrassing question? • Survey Style: What if the entire survey is embarrassing? • Screen Outs: What if everyone was told there would be no screen-outs?

35. Please tweet! #CASRO @LoveStats Thank you! Annie Pettit Chief Research Officer Peanut Labs annie@peanutlabs.com twitter.com/LoveStats ca.linkedin.com/in/anniepettit/ Questions about our Sample Services? Jonathan Cheriff Director of Sales & Marketing jonathan.cheriff@peanutlabs.com twitter.com/paperbackdad www.linkedin.com/in/jonathancheriff

Effects of Asking for Telephone Numbers on Survey Honesty

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