Perry Haan

Tiffin University, School of Business, Faculty Member

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Dr. Perry Haan has worked as a faculty member and administrator in higher education since 1986. He was won teaching awards at four different institutions of higher learning. He has taught in eight countries outside the U.S. He won the 2016-2017 Tiffin University Scholarship Award. In 2017 he was awarded a Fulbright Scholarship to teach and conduct research in Nepal. In 2010 he was awarded a Fellowship by the International American Association of Financial Management for his teaching and academic work in international markets. Haan earned his Doctor of Business Administration from the University of Sarasota, Master of Business Administration from Xavier University and Bachelor of Business Administration from The Ohio State University. He has authored or co-authored over one hundred peer reviewed articles that have appeared in conference proceedings and journals, including the Journal of Marketing in Higher Education and the International Journal of Sports Marketing

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Zakia Chand

Fiji National University

Marianne Rathje

University of Southern Denmark

Tracy A Hammond

Texas A&M University

Eduardo Piqueiras

University of Alaska Anchorage

Baylor University

Universidade Federal do Rio Grande do Sul

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Beyond Text: Integrating Visual Communication in Survey Practices for the Digital Age

by Dirk Coetzee DPhil MBA CA CMA CPA and Perry Haan

This paper investigates the evolution of communication preferences over the past five decades and... more This paper investigates the evolution of communication preferences over the past five decades and their influence on survey participation and design. Drawing on a quantitative survey of 400 U.S. participants and a comprehensive literature review, the paper examins the transition from handwritten letters to digital communication forms, including email, text messages, and, most recently, visual-based communication through social media and emojis. The survey revealed a pronounced preference for visual elements in survey completion, resonating with the broader societal shift towards image-centric and emoji-enriched interactions. Analysis suggests that the integration of visual communication aligns with contemporary expectations for conciseness and emotional expressiveness, leading to higher engagement and potentially richer data collection. Based on these findings, the paper provides recommendations for modern survey design, emphasising the importance of visual elements, mobile optimisation, cultural sensitivity, and staying abreast of emerging communication trends. Future research directions are proposed, focusing on longitudinal tracking of communication preferences, demographic variations, psychological influences of visual communication, and the ethical considerations of rich media data. This study contributes to the understanding of changing communication paradigms and their implications for effective survey methodologies in a digital era.

Perry Haan

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