NEWS24 May 2012
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
US— Respondents are more likely to be candid when they answer questions by text message, according to a study by the University of Michigan Institute for Social Research.
Fred Conrad, director of the social methodology programme at the university, said: “The preliminary results of our study suggest that people are more likely to disclose sensitive information via text messages than in voice interviews.
“This is sort of surprising since many people thought that texting would decrease the likelihood of disclosing sensitive information because it creates a persistent, visual record of questions and answers that others might see on your phone and in the cloud.”
Conrad and the other researchers found that respondents were also less likely to engage in “satisficing”, the practice of picking easy answers, which they put down to the lack of time pressure that can be present in phone interviews.
Respondents were more honest when asked about subjects such as how often they had been to the gym or how often they had had more than five drinks over the course of an evening.
The researchers are in the early stages of analysing the results of the survey, but Conrad said “so far it seems that texting may reduce respondents’ tendency to shade the truth”.
Conrad and his team carried out the survey with 600 iPhone users on Craigslist, and asked the same questions via both text and the telephone.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Media evaluation firm Comscore has increased its revenue in the second quarter but has made a net loss of $44.9m, a… https://t.co/rAHZYxiapz
RT @ImpactMRS: Marginalised groups are asserting themselves in Latin America, with diverse creative energy and an embrace of indigenous cul…
There is no evidence that Facebook’s worldwide popularity is linked to widespread psychological harm, according to… https://t.co/wS1Um3JRS5
The world's leading job site for research and insight
Spalding Goobey Associates
Senior Research Executive, AI and Tech enabled Agency
£34–40,000 + benefits
Resources Group
Quantitative Associate Director – up to £50,000 + Bens
up to £50,000 + Bens
Resources Group
Quant Research Director – Consumer (Tech and Retail)
£60,000–£70,000 + Benefits
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments