Modality Effects in Web Surveys Taken on…

Modality Effects in Web Surveys Taken on Mobile and Non-Mobile Devices

Time: 1:15pm
Title: “Modality Effects in Web Surveys Taken on Mobile and Non-Mobile Devices”
Presenter: Ted Saunders, Maritz Research


This presentation provides historical data showing an increase in the percentage of mobile respondents accessing email invitation surveys (unintentional mobile respondents) and shares Maritz experiences from testing various mobile survey designs. It will address the following questions:

  • What is mobile survey rendering and what impact does it have on the respondent experience?
  • What impact do background images have on the mobile respondent experience?
  • Given that most mobile webpages are more easily read with vertical scrolling (versus horizontal scrolling), will we get better results from mobile web respondents if we arrange scales vertically instead of horizontally?
  • We see grid questions appearing to cause terminations among our mobile web respondents. Are there best practices around grid design to get the same feedback without the respondent burden that comes from large grids on a small screen?
  • What impact do mobile devices have on the quality of verbatim responses? Are there any best practices around presenting open-ends to a mobile respondent?

Ted Saunders, Maritz Research

Ted Saunders has been with Maritz Research since 2006 and during his tenure he has been involved in all aspects of online and mobile quantitative and qualitative research. Ted has led several mobile initiatives on behalf of Maritz and serves to link data collection initiatives and research best practices within the limits of the small screen. He is frequently relied upon for his expertise in all aspects of mobile data collection methods including mobile web, SMS, native apps and other emerging mobile data collection technologies.

Ted has presented the results of Maritz Research’s mobile research-on-research projects at the CASRO Technology Conference, the American Association of Public Opinion Research’s Annual Conference and to members of the American Marketing Association. He received an M.B.A. with an emphasis in marketing from Washington University in St. Louis and a Bachelors of Science and Business Administration from Saint Louis University. He is a member of the Mobile Marketing Research Association.