DC-AAPOR Presents a Seminar by Dr. Michael Schober (New School for Social Research)
TITLE: Comparing New Survey Modes: Text and Voice Interviews on Smartphones
WHERE: BLS Conference and Training Center, Rooms 1 & 2
WHEN: Tuesday, April 15th from 11:00 - 12:30
ABSTRACT: Michael Schober will discuss research, carried out with Fred Conrad and other collaborators at the University of Michigan and AT&T Research Labs, exploring how different interviewing modes on a single device (text and voice on an iPhone) and survey mode choice affect data quality, completion and satisfaction. By contacting iPhone users by either a human or automated interviewer, via voice or SMS text, four modes were established: Human Voice, Human Text, Automated Voice, and Automated Text. The findings demonstrate clear benefits from text vs. voice and from mode choice on a single device, and provide insight into which modes lead to less satisficing and more disclosure, how mode choice affects completion rates, and how mode choice affects respondent experience and satisfaction. These results are discussed within the broader context of evolving collection technologies, and what these changes may mean for survey interviews of the future.
Michael Schober is Professor of Psychology at the New School for Social Research and editor-in-chief of the journal Discourse Processes. In collaboration with Fred Conrad at the University of Michigan, he has studied interaction and comprehension in telephone and face-to-face survey interviews as well as the "dialogue" between respondents and interviewing agents in self-administered surveys. With Fred Conrad, he is co-editor of the volume Envisioning the Survey Interview of the Future (Wiley, 2007) and the co-recipient of AAPOR's 2013 Mitofsky Innovators Award. In recent research he has been examining how survey interaction and data quality are affected by new communication technologies, including human and automated interviews via text and voice on smartphones and interviews with virtual animated agents.
REGISTRATION: Click here to register.
Registration is free for DC-AAPOR members and $20 for non-members. We encourage all non-members to join DC-AAPOR for $20 here.