Live blogged from Nashville. Any errors or bad jokes are my own.
– We want surveys short and simple. to avoid straightlining, and satisficing. reuce breakoffs, and dropping off the panel.
– but companies are ok with panelists taking multiples surveys in a row
– is multiple short surveys better than one long survey?, assume it lets people handle fatigue better, assumes if they do take another survey that that survey will be better quality. is any of this true?
– who takes multiple surveys, what are their completion rates, how good is the data, how does it affect attrition
– defined surveys as all the surveys taken within 1.25 hours
– 40% of surveys are completed in chains
– younger people make more use of chains
– moderate chaining is the norm. most people average 1.5 to 3 surveys per session. about 10% average more than 3 surveys per chain.
– completion rates increase with each survey in the chain. people who want to drop already dropped out.
– buying rate is unaffected by chaining. for people who take five surveys, buying rate increases with each survey.
– why is this? panelists will take more surveys if they did not exhaust themselves in the previous survey. or maybe those with lots of buying behaviours pace their reporting. or those people are truly different. [read the paper. it’s getting too detailed for me to blog on]
– poor responders are more likely to chain, but not massively more likely
– for younger panelists, heavy chainers have greater longevity. for oldest panelists, it results in burnout.
– people who agree to chain, do it because they are ready to do so. if they exhausted in a previous survey, they don’t continue. a small minority abuse the process
– chaining helps younger panelists stay engaged
Shorter Isn’t Always Better by Inna Burdein, Director of Panel Analytics, The NPD Group, Inc.
- Consider actual length – a 20 minute survey might feel like 40 minutes and vice versa
- Consider that some people can handle a 40 minute survey and others cannot
- Compared cognitive easy vs difficult surveys on same topic
- Completion rate declined with more questions and more difficult surveys
- Difficulty causes abandonment more than length does
- Shorter difficult was less well received than longer easy
- More straightlining in difficult surveys
- Difficult surveys were perceived to be longer surveys
- Shorter surveys are seen as longer and longer surveys are seen as shorter
- Perceived time is linked with satisfaction [makes me think of cognitive dissonance]
- People who display fraudulent behavior feel that surveys are longer than they really are
- More questions = more straightlining
- No matter how long, difficult surveys cause more problems
- Had little effect on completion of the next survey invite except for brand new panelists – they needed a really short survey no matter what [this to me is an important learning]
- Good experienced panelists are introverted, more laid back, more conventional, high need for cognition, and they like surveys
- Best thing to do with any survey is make it more simple [Hail mary!]
- Grids with more than 20% straightlining need to be cut
- [Way too many details, way too quickly, you’ll have to read the paper]
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