Abstract: |
Web surveys technically allow providing feedback to respondents based on their
previous responses. This personalized feedback may not only be used to target
follow-up questions, it also allows test results to be returned immediately to
respondents. This paper argues that the possibility of learning something
about themselves increases respondents’ motivation and possibly the accuracy
of responses. While past studies mainly concentrate on the effects of
providing study results on future response rates, thus far survey research
lacks of theoretical and empirical contributions on the effects of
personalized, immediate, feedback on response behavior. To test this, we
implemented a randomized trial in the context of the Berlin Aging Study II
(BASE-II) in 2014, providing feedback regarding the respondents’ personality
tests (Big-Five personality inventory) to a subgroup of the sample. Results
show moderate differences in response behavior between experimental and
control group (item nonresponse, response styles, internal consistency,
socially desirable responding, corrective answers, and response times). In
addition, we find that respondents of the experimental group report higher
levels of satisfaction with the survey. |
Keywords: |
Personalized Feedback, Web Surveys, Online Surveys, Incentives, Respondent Motivation, Measurement Error, Survey Satisfaction, Big Five Personality Traits |