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Call Me Maybe: Effects of asking for telephone numbers on survey honesty
Presented by Annie PettitChief Research Officer at Peanut Labs
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Research Questions
Should you ask at the beginning or the end of the survey?
When To Ask
Will people endorse more socially desirable, charitable behaviours?
Will people endorse fewer illegal, unethical, and embarrassing behaviours?
Social Desirability Illegal BehavioursCBA
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MethodGroup 1•Beginning•Phone number request was first question•N=500
Group 2•End•Phone number request was last question•N=500
Non-probability, incentivized research panelSampled and weighted to US census targets
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Question Categories
Compliment employee
Bought someone
coffee
Kind Charitable
Pee in shower
Embarrassing
Called in sick
Unethical
Listen to music
Neutral
Impaired driving
Illegal
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RESULTSBEGINNING VS END
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Neutral% of People Endorsing Neutral Behaviours
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NeutralIt doesn’t matter if you were asked at the beginning or the end, endorsement rates for neutral behaviours were the same.
Average Endorsement
Standard Deviation
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CharitableEndorsement of charitable behaviours didn’t change if you were asked at the beginning or the end.
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Embarrassing Endorsement of embarrassing behaviours didn’t change if you were asked at the beginning or the end.
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IllegalThough there was more variability, endorsement of illegal behaviours didn’t change if you were asked at the beginning or the end.
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ormakes no Beginning
differenceend
CONC
LUSI
ON
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RESULTSAGREE VS DECLINE
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Method
Group 1•Yes, here’s my phone number•555-5555
Group 2•No! You can’t have my phone number•BUG-OFFF
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IllegalPeople who agree endorse more illegal behaviours
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EmbarrassingPeople who agree endorse more embarrassing behaviours
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CharitablePeople who agree endorse more charitable behaviours
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NeutralPeople who agree endorse more neutral behaviours
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ormakes aAgreeing
differencedisagreeing
CONC
LUSI
ON
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RESULTSINTERACTIONS
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MethodGroup 1
BeginningDecline
Group 2EndDecline
Group 3Beginning
Agree
Group 4End Agree
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Neutral QuestionsEndorsement Rates Not Affected
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Agreers Are Confessors
Illegal Unethical Embarrass Kind Charitable Neutral Average
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theandlisten
If
agreersbeginning
youwanthonestyaskattoCO
NCLU
SION
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Many new questions• Type of PII: What if we asked for email or physical address instead?
• Position of Ask: What if we ask half-way through? After an embarrassing question?
• Survey Style: What if the entire survey is embarrassing?
• Screen Outs: What if everyone was told there would be no screen-outs?
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Thank you!Annie Pettit
Chief Research [email protected]
ca.linkedin.com/in/AnniePettit/facebook.com/AnniePettit
twitter.com/LoveStats
Jonathan CheriffDirector of Sales & [email protected]
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