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© Marek Fuchs, Universität Kassel
The Video-Enhanced Web Survey
Data Quality and Cognitive Processing of Questions
Marek Fuchs
University of Kassel, Germany
Humanizing Elements in Survey Data Collection
© Marek Fuchs, Universität Kassel
© Marek Fuchs, Universität Kassel
Introduction
Layout kept constant
Same location for text and video
Response scale identical
Social Interface Theory
„Computers as social actors” (Reeves & Nass, 1997) • Respondents ascribe social properties to computers • React to questions administered by computers
similarly to interviews with human interviewers.
Hypotheses• Higher levels of social presence• More pronounced social desirability• Increased underreporting of sensitive information
© Marek Fuchs, Universität Kassel
Survey Methods Research
Survey methodology • AV-CASI: More positive responses to sensitive questions (Katz
et al., 2007)• AV-CASI: Less contaminated by social desirability (Gerich,
2007)• Web surveys: marginal effects of humanizing elements (Couper,
Tourangeau, & Steiger, 2003)
Hypotheses• Anthropomorphizing elements increase respondents‘ motivation
and involvement • Audio-visual channel will promote comprehensive question
understanding• Increased reporting
© Marek Fuchs, Universität Kassel
© Marek Fuchs, Universität Kassel
Methods
Universe• Student online access panel at the University of Kassel, Germany
Sample• N = 1.148 (880 for this experiment)• Response rate (within the panel): 49%
Field work • Summer 2007, e-mail invitation and 2 reminders• Incentive: lottery drawing of book vouchers
Experiment• Text vs. video/male vs. female• Between subjects design
Fuchs/Funke 2007, 2008
Results
© Marek Fuchs, Universität Kassel
Results
© Marek Fuchs, Universität Kassel
Structural Equation Models for Text vs. Video
Text-based version• Negative effect
- Social presence - Social desirability
• Positive effect- Question understanding- Flow
Video-enhanced version• No effect
- Social desirability- Question understanding
• Positive Effect- Social presence - Flow
© Marek Fuchs, Universität Kassel
© Marek Fuchs, Universität Kassel
Summary
Video version vs. text version
• Social presence lower in video version
• Social desirability does not differ
• Message understanding does not differ
• Slightly higher flow in the video version
Summary
Video and text version yield similar results • No overall differences for sensitive behaviors
However, the cognitive processes differ
• Text version- Social presence and social desirability promote underreporting- Question understanding and flow increases reporting
• Video version- Social presence and flow increase reporting- Social desirability and message understanding have no effect
© Marek Fuchs, Universität Kassel
© Marek Fuchs, Universität Kassel
Discussion
Implications• It is not only the visual presence of the interviewer• It is also the communicative channel used to convey the
question meaning
Caveats• Student population restricts generalization• Backchannel is keyboard and mouse only
Next steps• More active interviewer behavior• Heterogeneity of interviewer• „Choose your interviewer“
© Marek Fuchs, Universität Kassel
End
Thank you!
Marek Fuchs
University of Kassel, Germany
