Video in Survey Interviews: Effects on Data Quality and Respondent Experience.

Abstract

This study investigates the extent to which video technologies - now ubiquitous - might be useful for survey measurement. We compare respondents' performance and experience (n = 1,067) in live video-mediated interviews, a web survey in which prerecorded interviewers read questions, and a conventional (textual) web survey. Compared to web survey respondents, those interviewed via live video were less likely to select the same response for all statements in a battery (non-differentiation) and reported higher satisfaction with their experience but provided more rounded numerical (presumably less thoughtful) answers and selected answers that were less sensitive (more socially desirable). This suggests the presence of a live interviewer, even if mediated, can keep respondents motivated and conscientious but may introduce time pressure - a likely reason for increased rounding - and social presence - a likely reason for more socially desirable responding. Respondents "interviewed" by a prerecorded interviewer, rounded fewer numerical answers and responded more candidly than did those in the other modes, but engaged in non-differentiation more than did live video respondents, suggesting there are advantages and disadvantages for both video modes. Both live and prerecorded video seem potentially viable for use in production surveys and may be especially valuable when in-person interviews are not feasible.