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Who Is Willing to Use Audio and Voice Inputs in Smartphone Surveys, and Why?
[journal article]
Abstract The ever-growing number of respondents completing web surveys via smartphones is paving the way for leveraging technological advances to improve respondents’ survey experience and, in turn, the quality of their answers. Smartphone surveys enable researchers to incorporate audio and voice features in... view more
The ever-growing number of respondents completing web surveys via smartphones is paving the way for leveraging technological advances to improve respondents’ survey experience and, in turn, the quality of their answers. Smartphone surveys enable researchers to incorporate audio and voice features into web surveys, that is, having questions read aloud to respondents using pre-recorded audio files and collecting voice answers via the smartphone’s microphone. Moving from written to audio and voice communication channels might be associated with several benefits, such as humanizing the communication process between researchers and respondents. However, little is known about respondents’ willingness to undergo this change in communication channels. Replicating and extending earlier research, we examine the extent to which respondents are willing to use audio and voice channels in web surveys, the reasons for their (non)willingness, and respondent characteristics associated with (non)willingness. The results of a web survey conducted in a nonprobability online panel in Germany (N = 2146) reveal that more than 50% of respondents would be willing to have the questions read aloud (audio channel) and about 40% would also be willing to give answers via voice input (voice channel). While respondents mostly name a general openness to new technologies for their willingness, they mostly name preference for written communication for their nonwillingness. Finally, audio and voice channels in smartphone surveys appeal primarily to frequent and competent smartphone users as well as younger and tech-savvy respondents.... view less
Keywords
online survey; response behavior; survey; survey research; cell phone
Classification
Methods and Techniques of Data Collection and Data Analysis, Statistical Methods, Computer Methods
Free Keywords
audio communication channel; automatic question reading; respondent willingness; smartphone; voice answers; voice communication channel
Document language
English
Publication Year
2022
Page/Pages
p. 594-610
Journal
International Journal of Market Research, 64 (2022) 5
DOI
https://doi.org/10.1177/14707853221084213
ISSN
2515-2173
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-NonCommercial 4.0
FundingGefördert durch die Deutsche Forschungsgemeinschaft (DFG) - Projektnummer 491156185 / Funded by the German Research Foundation (DFG) - Project number 491156185