| |
SSI Probes Respondent Motivation
In the US, Survey Sampling International (SSI) has conducted a study to analyze the motivating psychological factors behind survey participation using a new principle called self-determination theory or SDT.
Global Knowledge Director Pete Cape says that SDT distinguishes between intrinsic motivation - doing something because it is inherently interesting or enjoyable - and extrinsic motivation - doing something to satisfy an external demand.
The firm completed 1,423 online interviews across all age ranges and both genders, and found that under the SDT model, people elect to serve as respondents — particularly in online sampling — because the experience is personally fulfilling.
Rewards, such as cash or points to be redeemed for cash or gifts, were found to undermine intrinsic motivation because rewards undermine the feeling of autonomy associated with this type of behaviour.
Cape believes that the results hold interesting implications regarding how research should be positioned and said that improving the respondent's interview experience is key to countering the industry-wide decline in survey response rates. The survey found that such improvement relies largely on the provider's ability to use survey language that appeals to the person's goodwill, sense of social responsibility and courtesy, and self-esteem.
The SDT model also shows that researchers need to provide actual feedback on the individual's survey performance if they expect him/her to agree to participate in future studies.
'If researchers can move people along the SDT continuum away from extrinsic motivation toward intrinsic motivation, the result should be better response rates to surveys, particularly online surveys,' observed Cape. 'With the obvious benefit of greater enjoyment, effort, and creativity on the part of the respondent. Of course, the overriding benefit will then manifest as better quality research — which is always the goal.'
SSI provides sampling solutions and other services via 335 employees in 49 countries. Web site: www.surveysampling.com .
Last month, the firm opened a new office in Sweden, as a hub for servicing its existing clients and developing new business in Sweden, Norway, Finland and Denmark.
|
