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Slide1
Effects of Survey Mode on Responses: An Experiment of Social Desirability Biases in Telephone, Interviewer, and Online Surveys
Indeok
Song
Joongbu
University, Korea
Sung
Kyum
Cho
Chungnam
National University
Slide2
Contents
Background: 3 Surveys on Gambling Addiction
Research Question & Purpose
Review of Previous Research
Methods
Results
Discussions & Suggestions
Slide3
Results of 2010’s Surveys
Slide4
Results of 2010’s Surveys
Slide5
Research Question
What is the reason for the inconsistencies among 3 surveys’ results? Which mode does produce the most accurate estimates?
Sampling?
Survey Mode?
Slide6
Previous Research
Survey modes “can be equivalent but are not always identical”
(Riva et al., 2003, p. 79)
Sensitivity & Social desirability
(Booth-
Kewley
, Larson, & Miyoshi, 2007;
Couper
, 2000; Huang, 2006;
Joinson
, 1999;
Kays
,
Gathercoal
, &
Buhrow
, 2011;
Tourangeau
& Yan, 2007, 2011 and so on)
Mode of admin.: Self- vs. Interviewer-administered
Self-administration increases reporting of socially undesirable behaviors
(
Corkrey
& Parkinson, 2002;
Currivan
et al., 2004;
Hochstim
, 1967;
Moskowitz
, 2004; Mott, 1985; Richman et al., 1999, and so on)
∴
Paper-Pencil, Online
> Telephone, Interviewer
Slide7
Previous Research
Interviewer or 3
rd
party presence
Social desirability bias is worse in telephone survey than in face-to-face interviews
Online survey yields the lowest level of other people’s presence
∴ Online
>
Interviewer
> Telephone
Slide8
Research Purpose
Controlling for variances from sampling and different groups of samples, to examine the effects of survey modes on the responses to sensitive questions.
Slide9
Methods
Pretest-posttest 3 between-group experimental design93 undergraduate students 66 analyzedOut of 66, male 38 (57.6%), female 28 (42.4%), mean age 20.61 (SD=1.97)
Sexual experienceAge of the first experiencen=27, M=18.59, SD=1.67Number of sexual partnersn=26, M=10.81, SD=3.68Sexual behaviors (physical contact, cuddle, kiss, caress, intercourse) experienced in current relationshipn=19, M=3.68, SD=1.42DemographicsGender, age, household-income
Slide12
Results
Homogeneity among groups (pretest: paper-pencil)
Source
df
F
p
Gambling Addiction
(2, 63)
1.29
.28
Internet Addiction
(2, 63)
.09
.91
Game Addiction
(2, 63)
2.13
.13
Dissatisfaction with Self
(2, 63)
.31
.73
Sexual Values
(2, 63)
.28
.76
Age of 1
st
Experience
(2, 24)
1.89
.19
No. of Partners
(2, 23)
.59
.56
Sexual Behaviors
(2, 16)
.24
.79
Slide13
Responses for Game Addiction
Slide14
Responses for Dissatisfaction with Self-Appearance
Slide15
2 x 3 Factorial ANOVAs
Independent Variables2 groups (‘Low’ & ‘High’) by median split3 modes (Online, Telephone, Interview)Dependent VariablesChanges in responses = Pretest – Posttest
DVs
N
M
SD
Gambling Addiction
66
.27
2.30
Internet Addiction
66
1.08
6.78
Game Addiction
66
1.14
8.05
Dissatisfaction with Self
66
1.18
3.13
Sexual Values
66
1.44
4.65
Age of 1
st
Experience
22
.
68
1.49
No. of Partners
22
-3.95
16.76
Sexual Behaviors
16
-.13
1.46
Slide16
Changes in Responses for Gambling Addiction
Slide17
Changes in Responses for Internet Addiction
Slide18
Changes in Responses forGame Addiction
Slide19
Changes in Responses for Dissatisfaction with Self-Appearance
Slide20
Changes in Responses for Sexual Values
Slide21
Changes in Responses for Age of the 1st Intercourse
Slide22
Summary of the Results
Responses for ‘Game Addiction’ & ‘Dissatisfaction with Self-Appearance’
Increased in the online survey mode
Decreased in the telephone & interview survey modes
Those who scored higher on the sensitive questions are more likely to change their responses in a socially desirable direction
Less addicted (gambling, Internet, game)
Less dissatisfied with self-appearance
Less liberal (more conservative) sexual values
Younger in the age of the 1
st
sexual intercourse
Slide23
Discussions & Suggestions
Survey responses to sensitive (privacy-related) questions are affected by different survey modes.Online survey in which respondents are less concerned about their privacies is more likely to elicit franker (more accurate) responses.Paper-pencil (group administration), telephone, interview modes lead respondents to privacy concern & misreport.Suggestion: Dual-mode survey
