Investigation of background acoustical effect on online surveys: A case study of a farmers' market customer survey.

摘要

Since the middle of 1990s, internet has become a new platform for surveys. Previous studies have discussed the visual design features of internet surveys. However, the application of acoustics as a design characteristic of online surveys has been rarely investigated. The present study aimed to fill that research gap. The purpose of the study was to assess the impact of background sound on respondents' engagement and satisfaction with online surveys. Two forms of background sound were evaluated; audio recorded in studios and audio edited with convolution reverb technique. The author recruited 80 undergraduate students for the experiment. These students were assigned to one of three groups. Each of the three groups was asked to evaluate their engagement and satisfaction with a specific online survey. The content of the online survey was the same. However, the three groups was exposed to the online survey with no background sound, with background sound recorded in studios; and with background sound edited with convolution reverb technique.;The results showed no significant difference in engagement and satisfaction in the three groups of online surveys; without background sound, background sound recorded in studios, and background sound edited with convolution reverb technique.;The author suggests that background sound does not contribute to online surveys in all the contexts. The industry practitioners should be careful to evaluate the survey context to decide whether the background sound should be added. Particularly, ear-piercing noise or acoustics which may link to respondents' unpleasant experience should be avoided. Moreover, although the results did not support the advantage of the revolution reverb technique in improving respondents' engagement and satisfaction, the author suggests that the potential of the revolution reverb technique in the applications of online surveys can't be totally denied, since it may be useful for some contexts which need further explorations in future research.