Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Online surveys are less effective than phone surveys

19.07.2006
Surveys are more than an annoyance. They are also a useful tool for market researchers, who rely on them to understand our attitudes towards products.

However, a significant new study in the September issue of the Journal of Consumer Research argues that the recent shift from phone surveys to online surveys may have unintended consequences. Researchers from the London Business School and Duke University find that people respond very differently to the same question when typing an answer as opposed to speaking an answer. Thus, online surveys may not be useful for discerning attitude changes over time.

"We find that speaking and typing recruit different cognitive and motor systems, and activate distinct perceptual mechanisms that result in the encoding of distinct memory traces," write Nader T. Tavassoli (London Business School) and Gavan Fitzsimons (Duke University). "In other words, speaking an attitude activates a different representation in the consumers mind than does typing an attitude, and as a function of this changes later expressed attitudes and behaviors."

The findings in this paper are the first to show that verbal production mechanisms affect attitude retrieval, a crucial difference when assessing attitude changes over time. Your response to a question depends on whether you've ever been asked that question before – constructing a belief is different than remembering a belief, and cognitive processes are bound up the motor processes by which we express thoughts, explain the authors.

Therefore, if a question is asked the first time in a phone survey and the second time in an online survey, the validity of the results may be compromised.

"If researchers are interested in how attitudes decay over time, then ensuring consistency in response mode is critical," write the Tavassoli and Fitzsimons. "When attitudes are measured in an attempt to predict future attitudes or future behavior, our results suggest researchers should strive to match the mode of initial attitude expression with that of subsequent attitude measurement or behavior."

Suzanne Wu | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht Obstructing the ‘inner eye’
07.07.2017 | Friedrich-Schiller-Universität Jena

nachricht Drone vs. truck deliveries: Which create less carbon pollution?
31.05.2017 | University of Washington

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Manipulating Electron Spins Without Loss of Information

Physicists have developed a new technique that uses electrical voltages to control the electron spin on a chip. The newly-developed method provides protection from spin decay, meaning that the contained information can be maintained and transmitted over comparatively large distances, as has been demonstrated by a team from the University of Basel’s Department of Physics and the Swiss Nanoscience Institute. The results have been published in Physical Review X.

For several years, researchers have been trying to use the spin of an electron to store and transmit information. The spin of each electron is always coupled...

Im Focus: The proton precisely weighted

What is the mass of a proton? Scientists from Germany and Japan successfully did an important step towards the most exact knowledge of this fundamental constant. By means of precision measurements on a single proton, they could improve the precision by a factor of three and also correct the existing value.

To determine the mass of a single proton still more accurate – a group of physicists led by Klaus Blaum and Sven Sturm of the Max Planck Institute for Nuclear...

Im Focus: On the way to a biological alternative

A bacterial enzyme enables reactions that open up alternatives to key industrial chemical processes

The research team of Prof. Dr. Oliver Einsle at the University of Freiburg's Institute of Biochemistry has long been exploring the functioning of nitrogenase....

Im Focus: The 1 trillion tonne iceberg

Larsen C Ice Shelf rift finally breaks through

A one trillion tonne iceberg - one of the biggest ever recorded -- has calved away from the Larsen C Ice Shelf in Antarctica, after a rift in the ice,...

Im Focus: Laser-cooled ions contribute to better understanding of friction

Physics supports biology: Researchers from PTB have developed a model system to investigate friction phenomena with atomic precision

Friction: what you want from car brakes, otherwise rather a nuisance. In any case, it is useful to know as precisely as possible how friction phenomena arise –...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Closing the Sustainability Circle: Protection of Food with Biobased Materials

21.07.2017 | Event News

»We are bringing Additive Manufacturing to SMEs«

19.07.2017 | Event News

The technology with a feel for feelings

12.07.2017 | Event News

 
Latest News

NASA looks to solar eclipse to help understand Earth's energy system

21.07.2017 | Earth Sciences

Stanford researchers develop a new type of soft, growing robot

21.07.2017 | Power and Electrical Engineering

Vortex photons from electrons in circular motion

21.07.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>