Mobile devices and modular survey design by Paul Johnson #PAPOR #MRX 


Live blogged at the #PAPOR conference in San Francisco. Any errors or bad jokes are my own.

  • now we can sample by individuals, phone numbers, location, transaction
  • can reach by an application, eail, text, IVR but make sure you have permission for the method you use (TCPA)
  • 55+ prefer to dial an 800 number for a survey, young perfer prefer an SMS contact method; important to provide as many methods as possible so people can choose the method they prefer
  • mobile devices give you lots of extra data – purchase history, health information, social network information, passive listening – make sure you have permission to collect the information you need; give something back in terms of sharing results or hiding commercials
  • Over 25% of your sample is already taking surveys on a mobile device, you should check what device people are using, skip questions that wont render well on small screens
  • remove unnecessary graphics, background templates are not helpful
  • keep surveys under 20 minutes [i always advise 10 minutes]
  • use large buttons, minimal scrolling; never scroll left/right
  • avoid using radio buttons, aim for large buttons intead
  • for openends, put a large box to encourage people to us a lot of words
  • mobile open ends have just as much content although there may be fewer words, more acronyms, more profanity
  • be sure to use a back button if you use auto-next
  • if you include flash or images be sure to ask whether people saw the image
  • consider modularizing your surveys, ensure one module has all the important variables, give everyone a random module, let people answer more modules if they wish
  • How to fill in missing data  – data imputation or respondent matching [both are artificial data remember! you don’t have a sense of truth. you’re inferring answers to infer results.   Why are we SOOOOO against missing data?]
  • most people will actually finish all the modules if you ask politely
  • you will find differences between modular and not but the end conclusions are the same [seriously, in what world do two sets of surveys ever give the same result? why should this be different?]
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