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Video in Survey Interviews: Effects on Data Quality and Respondent Experience
Frederick G Conrad1, Michael F Schober2, Andrew L Hupp1
1Institute for Social Research, University of Michigan, Ann Arbor.
Methoden, Daten, Analysen
|September 19, 2023
Summary
Video technologies can enhance survey measurement. Live video interviews reduce non-differentiation but increase rounded answers, while prerecorded video offers more candid responses, making both viable survey tools.
Area of Science:
- Social Sciences
- Survey Methodology
- Human-Computer Interaction
Background:
- Video technologies are increasingly prevalent in communication.
- Traditional survey methods face challenges in engagement and data quality.
- The potential of video mediation in survey research remains underexplored.
Purpose of the Study:
- To evaluate the utility of live and prerecorded video for survey measurement.
- To compare respondent performance and experience across different video-mediated and conventional web survey modes.
- To identify the advantages and disadvantages of video technologies in survey data collection.
Main Methods:
- A comparative study involving 1,067 respondents.
- Three survey modes were compared: live video-mediated interviews, web surveys with prerecorded interviewers, and conventional text-based web surveys.
- Respondent performance (e.g., non-differentiation, answer rounding) and self-reported experience were analyzed.
Main Results:
- Live video interviews reduced non-differentiation compared to web surveys but led to more rounded numerical answers and socially desirable responses.
- Prerecorded video interviews resulted in fewer rounded answers and more candid responses than live video, but higher non-differentiation.
- Respondents in live video interviews reported higher satisfaction than those in conventional web surveys.
Conclusions:
- Both live and prerecorded video technologies show potential for survey measurement, offering distinct advantages and disadvantages.
- Video mediation can enhance respondent motivation and conscientiousness but may introduce time pressure and social desirability effects.
- Video-based surveys are viable alternatives, particularly when in-person interviews are not feasible.
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