Home > Publications . Search All . Browse All . Country . Browse PSC Pubs . PSC Report Series

PSC In The News

RSS Feed icon

Bailey and Danziger's War on Poverty book reviewed in NY Review of Books

Bloomberg cites MTF data in story on CDC's anti-smoking ads for e-cigarettes

Bound says notion that foreign college students are displacing U.S. students "isn't right"

Highlights

U-M ranked #1 in Sociology of Population by USN&WR's "Best Graduate Schools"

PAA 2015 Annual Meeting: Preliminary program and list of UM participants

ISR addition wins LEED Gold Certification

PSC Fall 2014 Newsletter now available

Next Brown Bag

Mon, April 6
Jinkook Lee, Wellbeing of the Elderly in East Asia

Frederick G. Conrad photo

Bringing features of human dialogue to web surveys

Publication Abstract

Conrad, Frederick G., M.F. Schober, and T. Coiner. 2007. "Bringing features of human dialogue to web surveys." Applied Cognitive Psychology, 21:165-187.

When web survey respondents self-administer a questionnaire, what they are doing is in many ways similar to what goes on in human-human interviews. The studies presented here demonstrate that enabling web survey respondents to engage in the equivalent of clarification dialogue can improve respondents' comprehension of questions and thus the accuracy of their answers, much as it can in human-human interviews. In two laboratory experiments, web survey respondents (1) answered more accurately when they could obtain clarification, that is, ground their understanding of survey questions, than when no clarification was available, and (2) answered particularly accurately with mixed-initiative clarification, where respondents could initiate clarification or the system could provide unsolicited clarification when respondents took too long to answer. Diagnosing the need for clarification based on respondent characteristics-in particular, age-proved more effective than relying on a generic model of all respondents' need for clarification. Although clarification dialogue increased response times, respondents preferred being able to request clarification than not. The current results suggest that bringing features of human dialogue to web surveys can exploit the advantages of both interviewer- and self-administration of questionnaires.

DOI:10.1002/acp.1335 (Full Text)

Public Access Link

Browse | Search : All Pubs | Next