Using motivational statements in web instrument design to reduce item missing rates in a mixed-mode context

Publication type

Understanding Society Working Paper Series

Series Number

2014-02

Series

Understanding Society Working Paper Series

Authors

Publication date

March 28, 2014

Abstract:

Web surveys generally produce higher item nonresponse than face-to-face administration.
This study examines alternative forms of motivational statements to reduce item nonresponse
in a web survey, using an experiment in the UKHLS Innovation Panel. Findings show that a
motivational statement following immediately after an unanswered item outperforms either
the control, presenting only opt-out options after an initial skip attempt, or a later-placed
motivational statement. The immediate prompt reduces item nonresponse to levels equivalent
to a face-to-face version, whereas other versions show increased missingness. The results
suggest practical design implications in reduction of item nonresponse when using a web
design, particularly the use and placement of motivational statements.

Subject


Related Publications

#522931

News

Latest findings, new research

Publications search

Search all research by subject and author

Podcasts

Researchers discuss their findings and what they mean for society

Projects

Background and context, methods and data, aims and outputs

Events

Conferences, seminars and workshops

Survey methodology

Specialist research, practice and study

Taking the long view

ISER's annual report

Themes

Key research themes and areas of interest