Conducting a WhatsApp survey

Abstract

The smartphone as an optional survey device is one of the recent challenges survey research faces. Various problems have been identified. Smartphone-optimized surveys are being created and investigated as a possible solution. No consensus has yet been established on whether these optimized surveys solve all existing problems. In this study, a new way of smartphone survey optimization is investigated. Not only do we look at the smartphone as a device, but more importantly as a communicational tool. We lay emphasis on open narrative questions and instant messaging in smartphone surveys. In an experimental design, we investigated whether an instant research messaging survey style positively influenced open narrative answer length and quality and the survey evaluation in comparison to a traditional web survey.