Web Survey Bibliography
Title Image Impact Evaluation - A new methodological approach with virtual test environments
Access date 23.09.2006
Abstract The Center for Visual Studies & Virtual Environments at the University of Furtwangen is a new research lab with the subject areas virtual environments, online investigations and image impact research. It combines innovative software technologies with empirical methods of social sciences to carry out research about the effects of visuality. Two qualitative/quantitative virtual impact tests have been developed. With VIRULENT - a net-based virtual group discussion with visual stimuli - the communicative processes of forming meaning are made visible and reconstructed. At the centre are collective patterns of image-based orientation and the formation of the discursive effects of images. Using this method it is, for example, possible to make statements, in the context of media planning, about the public acceptance of posters and advertisement. This method has been tested in the project “selling politics” together with the agency “Zum goldenden Hirschen”. Test subjects, who were recruited through major German news portals, were given the opportunity to discuss the themes of the posters of the agenda 2010-campaign among themselves in live chats. During the election campaign for the German Government (Bundestagswahl 2005) the test was repeated together with sueddeutsche.de. With VERTEX - a virtual recall-/recognition test - the processes by which images influence actions in the context of individual subconscious processes of giving meaning are measured. This involves having test posters located in a virtual city environment through which the subjects can move interactively combined with a netbased quantitative survey. Using this method, proposed posters, such as in the design phase of campaigns, can be standardised and compared on an empirically sound basis. This methodological approach has also been tested with posters of the agenda 2010-campaign. The paper presents the development of the software solutions, discusses basic questions of methodology and method, e.g. concerning the reliability, validity and objectivity and asks for the feasibility of commercial applications such as in the area of media planning and political consultation. Beside this, empirical results based on the pilot projects will be presented in order to illustrate the potentials of the methods.
Bibliographic typeConferences, workshops, tutorials, presentations
Year of publication2006
Full text availabilityNon-existant
Web Survey Bibliography - General Online Research Conference (GOR) 2006 (29)
- Cash Lotteries as Incentives in Online Panels; 2006; Goeritz, A.
- ‘Low social presence’ in web surveys: advantage or disadvantage or both? An experiment; 2006; Taddicken, M.
- How much individualisation does a conjoint survey need? - Experiences from an online experiment; 2006; Tuschl, S., Morasch, N.
- The effect of different kinds of progress bars on online survey compliance and data quality; 2006; van der Horst, W., Snijders, C., Matzat, U.
- The impact of persuasion strategies on the response rate in online surveys: Incentives, foot-in-the-...; 2006; Verheyen, C.; Schuebel, C., Moser, K.
- Online visual landscape assessment using Internet survey techniques in landscape planning and environmental...; 2006; Roth, M.
- Image Impact Evaluation - A new methodological approach with virtual test environments; 2006; Selke, S., Fetzner, D.
- Air refresheners online? Validity check of an Internet online sample using external reference data; 2006; Starsetzki, T., Lehmann, G.
- Online Evaluation Survey; 2006; Strzoda, C.
- Online Survey Response Patterns; 2006; Sutton A., Hopkins Burke, K.
- Does the Collection of Ego-Centered Network Data on the Web reduce the Data Quality? An Experimental...; 2006; Matzat, U., Snijders, C.
- Optimizing open-ended questions in online questionnaires for measuring price perception and willingness...; 2006; Melles, T., Ellers, G.
- Ranking vs. Rating in an online Environment; 2006; Neubarth, W.
- Online Recruiting on Internet pages New Solution for On Exit Recruitment on WebSites; 2006; Otto, P.
- Online Conjoint Analysis: The faster, the worse?; 2006; Puetzfeld, S., Melles, T.
- Web survey on transition from university to work: measuring the marginal effect mode; 2006; D'Agostino, A., Quintano, C., Castellano, R.
- Qualitative research online: Self-reported pros and cons of being chat-interviewed online with web cameras...; 2006; Davidovich, U., Uhr, H.
- Visual Analogue Scales: Non-linear Data Categorization by Transformation with Reduced Extremes; 2006; Funke, F., Reips, U. -D.
- Response Biases in Online Surveys; 2006; Galesic, M., Bosnjak, M.
- Using Instant Messaging for Internet-based interviews; 2006; Goeritz, A., Stieger, S.
- A online-offline method comparison based on quasi-experimental data from two surveys to family stress...; 2006; Haenggi, Y., Heldner, C.
- Hybrid Methods in Market Research - Learnings and Limits; 2006; Helmold, D., Kohlmann, U.
- The impact of visualization of question types and screen pages on the answering behaviour in online...; 2006; Hemsing, W., Hellwig, O.
- Specific Demands of Longitudinal Online-Surveys; 2006; Kahnwald, N., Koehler, T.
- A Comparison of the validity of a paper based and an online Conjoint Analysis; 2006; Klein, A., Scheffold, K.
- Determinants of Response Rates of Online Surveys - The Anita Effect - Results of a Joint Project; 2006; Althoff, S., Greif, V., Griel, B., Batinic, B.
- Technical opportunities for automation and integration of online surveys in business processes; 2006; Batinic, B.
- Personality traits and participation in an online access panel; 2006; Galesic, M., Bosnjak, M.