Making Mobile Browser Surveys Smarter

Results from a Randomized Experiment Comparing Online Surveys Completed via Computer or Smartphone

Dados Bibliográficos

ID2407463
AutoresTrent D Buskirk (0000-0003-4798-9154, Marketing Systems Group, Horsham, PA, USA, autor correspondente), Charles H Andrus (St. Louis Children's Hospital)
Ano2014
Volume26
Fascículo4
Páginas322-342
Data de publicação2014-11-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoCAM (JOURNAL)
Identificadores do periódicoISSN: 1087-8513 • E-ISSN: 1552-3969
EditoraSAGE Publications Inc (PUBLISHER)
DOI10.1177/1525822x14526146
OpenAlexW1967326938
IdiomaEN
Citações recebidas20
Referências citadas17

With nearly 50% of U.S. mobile phone subscribers using smartphones, survey researchers are beginning to explore their use as a data collection tool. The Got Healthy Apps Study (GHAS) conducted a randomized experiment to compare mode effects for a survey completed via iPhone mobile browser and online via desktop/laptop computer web browser. Mode effects were assessed for three types of outcomes: randomization/recruitment, survey process/completion, and survey items. In short, the distribution of survey completion times and the distribution of the number of apps owned were significantly different across survey mode after accounting for block group. Other key mode effects outcomes (including open-ended items, slider bar questions, and missing item rates) showed no significant differences across survey mode. Some interesting qualitative findings suggest that iPhone respondents enter more characters and omit fewer items than originally thought

Data collection · Human–computer interaction · Laptop · Mobile phone · Mode (computer interface) · Multimedia · Phone · Statistics · Survey data collection · Telecommunications · World Wide Web · Computer Science · Privacy, Security, and Data Protection · Psychology · Survey Methodology and Nonresponse · Technology Adoption and User Behaviour