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Modularization in Web Surveys: the Impact on Data Quality

Student: Maria Tezina

Supervisor: Aigul M. Klimova

Faculty: Faculty of Social Sciences

Educational Programme: Complex Social Analysis (Master)

Year of Graduation: 2020

The quality of survey data is an ongoing issue in the research field. Many researchers agree that the questionnaire length is one of the factors that affect non-response error and measurement error. The paper considers the effect of modularization (dividing the questionnaire into modules sending to respondents with certain time intervals) on the data quality. The experiment was conducted with the following design: respondents were randomly assigned to 1 out of 4 groups: control (respondents in this group were asked to fill out the full version of the questionnaire) or to one of the experimental ones (questionnaire for respondents in these groups was divided into 2/3/5 modules). The experiment was conducted using the access panel of Online Market Intelligence. More than 2100 respondents took part in the experiment.

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