London

February 12-13, 2019

London
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The World After CAWI: Bots as a Tool for Data Collecting

Room 3 | 4:00-4:30 | Wednesday, February 13, 2019

In our session, we will verify whether transferring the communication with respondents to a channel they use on daily basis might contribute, through the increased spontaneity and naturalness of respondents’ answers, to the improvement of data quality. We measured the effectiveness of this channel of communication with respondents by comparing the results of the same study obtained with the use of three data collection methods:

  1. Interview run by a survey bot, sample size N=305;
  2. computer-assisted Web interview (CAWI), sample size N=295; and
  3. computer-assisted telephone interview (CATI) , sample size N=205.

The study was conducted in similar time and on sample with the same demographic structure. Questionnaire used in this survey has two parts. First part, a U&A about ways of spending free time and usage of culture. Second part has questions about attitude towards current political and social hot topics.

Our presentation is divided into three parts.

First, we will talk a little about chat bot potential and speed of growth as well as general change in human communication due to systematically growing popularity of social media and, specifically, online communicators such as Messenger or WhatsApp.

Secondly, we will go into specifics on designing chat bot studies based on lessons learned while preparing our study.

Thirdly, during the presentation we will show the results of the experiment and comparison of output collected using those three data collection methods.

Finally, we will share respondents’ impressions on participating in a bot survey.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Mobile research
  • Industry trends – future of marketing research
  • New techniques – qualitative and quantitative

Takeaways:

After our presentation the audience will know what should be taken into account while designing studies on chat bots, what barriers they may come across and what to watch for. Also, they will be left with knowledge on how the data might differentiate from sample gathered using other methods and who is the prime target for such technique.


Speakers:

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