Creating Honesty: The effect of requesting telephone numbers and reporting on self or others to...

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Call Me Maybe: Effects of asking for telephone numbers on survey honesty

Presented by Annie PettitChief Research Officer at Peanut Labs

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

MethodGroup 1•Beginning•Phone number request was first question•N=500

Group 2•End•Phone number request was last question•N=500

Non-probability, incentivized research panelSampled and weighted to US census targets

Question Categories

Compliment employee

Bought someone

coffee

Kind Charitable

Pee in shower

Embarrassing

Called in sick

Unethical

Listen to music

Neutral

Impaired driving

Illegal

RESULTSBEGINNING VS END

Neutral% of People Endorsing Neutral Behaviours

NeutralIt doesn’t matter if you were asked at the beginning or the end, endorsement rates for neutral behaviours were the same.

Average Endorsement

Standard Deviation

CharitableEndorsement of charitable behaviours didn’t change if you were asked at the beginning or the end.

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

IllegalThough there was more variability, endorsement of illegal behaviours didn’t change if you were asked at the beginning or the end.

ormakes no Beginning

differenceend

RESULTSAGREE VS DECLINE

Method

Group 1•Yes, here’s my phone number•555-5555

Group 2•No! You can’t have my phone number•BUG-OFFF

IllegalPeople who agree endorse more illegal behaviours

EmbarrassingPeople who agree endorse more embarrassing behaviours

CharitablePeople who agree endorse more charitable behaviours

NeutralPeople who agree endorse more neutral behaviours

ormakes aAgreeing

differencedisagreeing

RESULTSINTERACTIONS

MethodGroup 1

BeginningDecline

Group 2EndDecline

Group 3Beginning

Group 4End Agree

Neutral QuestionsEndorsement Rates Not Affected

Agreers Are Confessors

Illegal Unethical Embarrass Kind Charitable Neutral Average

theandlisten

agreersbeginning

youwanthonestyaskattoCO

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?

Thank you!Annie Pettit

Chief Research Officerannie@peanutlabs.com

ca.linkedin.com/in/AnniePettit/facebook.com/AnniePettit

twitter.com/LoveStats

Jonathan CheriffDirector of Sales & Marketingjonathan.cheriff@peanutlabs.com

Find PeanutLabs on LinkedIn Facebook Twitter YouTube

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Creating Honesty: The effect of requesting telephone numbers and reporting on self or others to...

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