Using emojis in mobile web surveys for Millennials? A study in Spain and Mexico

Oriol J. Bosch () and Melanie Revilla ()
Additional contact information
Oriol J. Bosch: London School of Economics and Political Science
Melanie Revilla: Universitat Pompeu Fabra

Quality & Quantity: International Journal of Methodology, 2021, vol. 55, issue 1, No 3, 39-61

Abstract: Abstract To involve Millennials in survey participation, and obtain high-quality answers from them, survey designers may require new tools that better catch Millennials' interest and attention. One key new tool that could improve the communication and make the survey participation more attractive to young respondents are the emojis. We used data from a survey conducted among Millennials by the online fieldwork company Netquest in Spain and Mexico (n = 1614) to determine how emojis can be used in mobile web surveys, in particular in open-ended questions, and how their use can affect data quality, completion time, and survey evaluation. Overall, results show a high willingness of Millennials to use emojis in surveys (both stated and actual use) and a positive impact of encouraging Millennials to use emojis in open-ended questions on the amount of information conveyed, the completion time and the survey enjoyment.

Keywords: Emojis; Millennials; Mobile web surveys; Data quality; Survey evaluation (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://link.springer.com/10.1007/s11135-020-00994-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:qualqt:v:55:y:2021:i:1:d:10.1007_s11135-020-00994-8

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/11135

DOI: 10.1007/s11135-020-00994-8

Access Statistics for this article

Quality & Quantity: International Journal of Methodology is currently edited by Vittorio Capecchi

More articles in Quality & Quantity: International Journal of Methodology from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().