Hawthorne Effect: definition, impact, examples
The Hawthorne effect is a psychological phenomenon. It has important implications for the techniques used in market research, particularly in qualitative interviews and surveys. The Hawthorne effect is the observation that individuals change or improve their behavior when they are aware of being observed. In this article, I review the interesting history of the discovery of the Hawthorne Effect and its effects on qualitative and quantitative research. Contact the market research agency IntoTheMinds Hawthorne Effect: A surprising story The Hawthorne Effect has a surprising history. It was discovered by chance 30 years after analyses were conducted in 1924 and 1932 at the Western Electric Hawthorne Works in Chicago. Researchers had been sent there to research the impact of lighting on workers’ productivity. The effect of light on productivity was definitively refuted in 2011. In 1958, almost 30 years after the last experiment, Henry Landsberger took the data collected in 1924 and 1932 and proposed a new hypothesis called the “Hawthorne effect.” This hypothesis was that the attention paid to workers, rather than the lighting itself, influenced productivity. The Hawthorne effect: definition The Hawthorne Effect is based on the idea that individuals are more motivated and work harder when they feel observed and valued. This suggests that recognition and attention can be powerful factors in human motivation. This is why the Hawthorne effect has been popularized in human resource management. More globally, the effects are felt in all areas involving human interaction. We should talk about the field of market research, where these interactions are the basis for gathering information. Implications of the Hawthorne Effect on market research In this paragraph, I will distinguish the two main techniques used in market research: qualitative techniques : individual interviews, focus groups, observations quantitative techniques : surveys, big data analysis The common point of this section is that the awareness of being observed can influence the behavior of the research participants. Qualitative techniques Human interaction is the basis of qualitative methods. Interviewer bias is a real challenge in obtaining reliable results. The role of the moderator in focus groups has been emphasized many times and is undoubtedly one of the weak points of this approach. In individual interviews, the Hawthorne effect occurs when the interviewee’s answers are intended to impress the interviewer or distort a situation’s reality. This distortion can occur in both directions: by exaggerating or minimizing the reality of the situation. Minimization is particularly applicable when sensitive issues are raised. Corkrey and Parkinson (2002) found that the reported rate of marijuana use was 58% higher in a self-administered interview than in a face-to-face interview. The Hawthorne effect is multiplied by the number of participants in focus groups. Not only is each participant aware that the...
Survey: all about sensitive issues
Sensitive questions are a problem when it comes to surveys. They are synonymous with lower response rates and lead to larger margins of error. Therefore, it is essential to understand which questions may be sensitive and anticipate their consequences when designing your questionnaire. This article explains the different types of sensitive questions and gives you 113 examples. Contact the IntoTheMinds survey agency Survey: sensitive questions in brief The presence of sensitive questions can negatively impact the quality of a survey. Nevertheless, including sensitive questions can be justified by the objective of the survey There are 3 types of sensitive questions: they all lead to bias and, therefore, measurement errors The response to a sensitive question may vary depending on the context in which it is asked. Therefore, the method of collecting survey responses ( CAWI, CATI, PAPI, etc.) influences the accuracy of the measurements. Summary Introduction Type 1: questions that infringe on privacy Type 2: issues that represent a risk Type 3: questions that affect social desirability Glossary: 113 sensitive survey questions Introduction Sensitive questions can be classified into 3 categories. You will find a “mindmap” above to get a more visual overview: Invasion of privacy : these questions touch on taboo topics. Disclosure risks : some questions may pose a risk to the person answering them honestly. This is particularly true of reprehensible behavior. Social acceptability : human beings want to project an ideal image of themselves. Certain questions, which would undermine this image, can therefore be sensitive. Let us now go into the details of these so-called sensitive issues. Type 1: invasion of privacy The first type corresponds to questions that represent an invasion of privacy. These are questions that the respondent perceives as intrusive. They touch on subjects that are considered taboo. While some topics can almost universally be considered taboo (sex, drugs), others depend more on the survey context and the respondent. For example, one respondent might be much more sensitive to a question about religion or money than another. For example, German respondents are known to have much more difficulty with money issues than American respondents. In the end, however, keep in mind that whether or not a respondent belongs to this first group of sensitive questions is mostly determined by the topic of the question. Type 2: Disclosure risk The second type corresponds to all questions representing risk in case of an “honest” answer. These questions relate to reprehensible behavior (criminal behavior, drug use, etc.). However, research shows that this risk also depends on the context. For example, a question about marijuana use may be sensitive to a teenager who knows that their parents will have access to the answers;...
Online survey : how to reduce the Dropout rate
Carrying out a survey online is often confronted with the dropout rate problem. As early as the first response, 6% of respondents may drop out of your survey. Various research studies have shown that the normal dropout rate of an online survey exceeds 10% and can reach 20% in some cases. This article discusses the 4 factors that explain why a respondent drops out of an ongoing survey. Contact the IntoTheMinds survey agency The survey dropout rate: what you need to know The natural dropout rate for a survey is 10%, with an additional 2% per 100 items (Hoerger 2010). For most surveys, the natural dropout rate due to length is 11%. Some surveys have a dropout rate of up to 20%. An open-ended question multiplies the dropout rate of a survey by 2.5 (Peytchev, 2009) Scientific research has shown that the dropout rate of an online survey is naturally higher than 10%. This problem substantially affects the people who use this technique to conduct market research. The average calculated on 185 surveys in Spain was 11.8%, and research conducted at the University of Michigan measured dropout rates of 13% to 17%. There are 4 types of factors that predict the dropout rate of a survey: the design of your questionnaire (page and questions) Questionnaire design respondent factors peripheral data (“para data”) The good news is that you can act on the first 2 factors. Factor 1: Pages and questions of your survey This factor refers to the design of your survey pages and questions. Questions that require significant mental effort are the most likely to result in survey dropout. Four types of questions are particularly targeted: Matrix questions open-ended questions very lengthy questions sensitive questions Matrix questions Matrix questions are a classic in opinion surveys. They are very practical because they allow for condensing information and applying the same scale to several items. In theory, everything is fine. But in reality, these matrix questions can cause questionnaire dropout. Open-ended questions Open-ended questions are popular with survey sponsors. However, as a market research firm, we caution our customers about the quality of the answers obtained the effect of open-ended questions on participation rates While the insights gained can enrich your understanding, it is important to remember that this question may put off respondents. Open-ended questions require respondents to explain their answers, which can be off-putting. The cognitive load imposed by this type of question sometimes acts as a deterrent for respondents who, frightened by the effort, prefer to drop out of the questionnaire. Peytchev (2009) has shown that an open-ended question in a survey increases the risk of dropout by 2.5. If you insist on imposing this type of...
4 Factors to increase the participation rate in a survey
How to increase the participation rate in your survey? Finding people to take a survey can be challenging. There are 4 reasons someone decides to participate (or not) in a survey. If you want to increase your survey response rate, consider these factors and follow our practical advice. Also, please read our article on the differences between professional and non-professional respondents. Contact IntoTheMinds for your survey projects TOP tips for increasing participation in your survey Offer financial compensation Clearly state what the research is about Explain how the answers will be valued Design a visually appealing questionnaire Design a survey that can be administered on mobile devices Keep your questionnaire concise: 9 minutes or 25 questions maximum Sommary Intrinsic reasons Extrinsic reasons Survey design Respondent’s emotional state Intrinsic Reasons Intrinsic reasons are those that are related to the person. These are reasons that you cannot influence. Here are 5 reasons to consider. Interest in the topic Interest in the subject of the survey is a key determinant of respondent participation. This is especially true for non-professional respondents. If you are using a convenience sample, then the responses to your survey will be particularly sensitive to this type of response. Since the subject matter is an important factor, one of the most obvious practical tips is to explain the purpose of your survey when you distribute it. Enjoying taking a survey It may sound funny, but some people enjoy taking a survey. The enjoyment they experience is likely a composite of other aspects (see paragraphs below). Curiosity In 1995 research, Porst and von Briel showed that 15% of German lay respondents indicated interest and curiosity as their main motivation for participating. Expressing their own opinion My colleagues at IntoTheMinds recently carried out research for a government organization on the impact of energy prices. Evangelista et al. (1999) showed that 17% of Australian professional respondents were motivated by the potential to contribute to change. The respondents’ reactions were exactly that: they wanted to participate so their plight could be heard. Altruism This factor is often completely underestimated, but it is real. Some respondents want to help others, which is why they participate. This is often the case when students post their surveys on social networks. Extrinsic Reasons Extrinsic reasons for participating in a survey are those that are exerted on the participant. Here are 3 factors to consider. Compensation In a meta-analysis of the scientific literature on online surveys, Göritz (2006) showed that financial incentives motivate people to start and complete online surveys. On the other hand, Messer et Dillman (2011) showed in experimental research that the response rate increases from 25.7% to 46.3% with a $5 compensation. The financial incentive is,...
What factors most influence survey participation?
Carrying out a survey can be challenging. It is common indeed to be confronted with a shortage of respondents. It is essential to understand the factors that influence participation in a survey (online). In this article, we will discuss 8 factors that influence participation and explain which ones have the most impact. If you want to improve the effectiveness of your CAWI surveys, take advantage of this article. Contact our survey agency for your projects Summary Introduction Participation in an online survey: what are the most important factors The remuneration mainly attracts professional respondents Non-professionals are primarily interested in the purpose of the survey Data security: important in theory but not in practice Methodological aspects: beware of biased answers Sources Introduction There are many reasons for someone to participate in an online survey. We distinguish 4 types of factors: intrinsic factors : these are factors specific to the participant, such as their interest in the subject of the survey, curiosity, and desire to help. They have been studied for years in the market research literature. extrinsic factors : are mainly, but not exclusively, the financial compensation for participating in the survey. Please read this article to learn more about financial incentives for market research participants. We have talked many times about the length of the questionnaire and the fatigue phenomenon. questionnaire design : the design of the questionnaire is, of course, extremely important and influences participation and dropout rates. But there are also other factors, such as the processing of personal data, notifications sent before the survey is launched, etc. … participant mood : research has shown that the participant’s mood, especially concerning the weather, influences the survey participation rate. All of the factors are summarized in the chart below. Of course, not all factors have the same effect. It is necessary to classify these factors to be effective in a survey project. This is the purpose of the rest of this article. Online survey participation: what factors are most important Research published in March 2023 compares 8 factors of participation in online surveys. It differentiates between 2 types of survey participants: professional respondents, i.e., those who take as many surveys as possible non-professional respondents There is a difference in motivations between the two. But what are they? Silber, Stadtmüller, and Cernat (2023), the authors of this research, reviewed 8 factors: compensation topic length/number of questions purpose mode of administration security of personal data mood research sponsor The research was carried out in Germany, and 2 cohorts of respondents (professional and non-professional) were interviewed. Respondents were asked to: choose the 3 most important factors to participate in a survey assess the importance of each of the 8 factors...
3 techniques to make your online surveys more reliable
An online survey is often an essential part of any market research. However, doing a survey well is not easy. Many mistakes can be made that can affect the validity of your results. In this article, we present 3 techniques to ensure that the survey participants reliably answer your questions. If you only have 30 seconds The quality of a survey depends on the attention respondents give to it. Attention tends to decrease with the length of the questionnaire (remember not to exceed 10 minutes!) To make sure that survey participants don’t answer nonsense, you can check their level of attention with one of these 3 techniques: the attention question, the repetition of a question, the inversion of the scale The problem of attention in online surveys You might think that doing a survey is easy. There are plenty of online solutions to launch one in 5 minutes and broadcast it on networks. However, there are many pitfalls. 99% of surveys undertaken by amateurs fail to deliver reliable results because errors mar them. To ensure the reliability of the results obtained, it is essential to do everything possible to ensure that respondents remain attentive when answering. The following 3 techniques are necessary if you want your quantitative survey to deliver reliable results. Technique #1: the question of attention Questionnaires often lead to fatigue. A lack of motivation of the respondents leads them to answer anything, especially when the questionnaire is too lengthy. The results become unusable without you realizing it. A simple way to check that the participant’s answers are still valid is to ask an attention question. Here are different wordings you can use. Examples of attention-getting questions in an online survey 1 “This is an attention question. Select the answer “strongly agree” and then confirm.” 2 “To verify your attention, we request that you select the number 3 from the list” 3 What year are we in? 4 What language is this questionnaire in? 5 What is the sum of 2+3? 6 Complete the following statement. “The earth is …” round – cubic – flat Advice Avoid having people choose the answer in the middle of the scale. This is the one that tends to be selected by those who are not paying attention. Be careful not to ask general knowledge or ideological questions. The question should be so simple that 100% of people will answer correctly. Technique #2: Repeat the question Sometimes some questions are so crucial to your market research that they are worth repeating. Always ask the most important questions at the beginning of the questionnaire when the respondent’s attention is at its highest. Repeat the most important question at the end...
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