Web Survey Bibliography
Title Color, Labels, and Interpretive Heuristics for Response Scales
Author Tourangeau, R., Couper, M. P., Conrad, F. G.
Source JSM 2006
Year 2006
Access date 25.09.2006
Abstract We carried out two experiments to investigate how the shading of the options in a response scale affected the answers to the survey questions. The experiments were embedded in two web surveys, and they varied whether the two ends of the scale were represented by shades of
the same or different hues. The experiments also varied the numerical labels for the scale points and examined responses to both unipolar scales (assessing frequency) and bipolar scales (assessing favorability). We predicted that the use of different hues would affect how respondents viewed the low end of the scale, making responses to that end seem more extreme than when the two ends were shades of the same hue. The results were generally consistent with this prediction. When the end points of the scale were shaded in different hues, the responses tended toward shift to the high end of the scale.
the same or different hues. The experiments also varied the numerical labels for the scale points and examined responses to both unipolar scales (assessing frequency) and bipolar scales (assessing favorability). We predicted that the use of different hues would affect how respondents viewed the low end of the scale, making responses to that end seem more extreme than when the two ends were shades of the same hue. The results were generally consistent with this prediction. When the end points of the scale were shaded in different hues, the responses tended toward shift to the high end of the scale.
Access/Direct link Conference homepage (abstract)
Year of publication2006
Bibliographic typeConferences, workshops, tutorials, presentations
Full text availabilityNon-existant
Web Survey Bibliography - Conrad, F. G. (72)
- Mode Choice on an iPhone Increases Survey Data Quality; 2013; Conrad, F. G., Schober, M. F., Zhang, C., Yan, H. G., Vickers, L., Johnston, M., Hupp, A., Hemingway...
- Comparisons of Online Recruitment Strategies: Craigslist, Facebook, Google Ads and Amazon’s Mechanical...; 2013; Antoun, C., Zhang, C., Conrad, F. G., Schober, M. F.
- The Design of Grids in Web Surveys; 2013; Couper, M. P., Tourangeau, R., Conrad, F. G., Zhang, C.
- The Science of Web Surveys; 2013; Tourangeau, R., Conrad, F. G., Couper, M. P.
- Up Means Good: The Impact of Screen Position on Evaluative Ratings in Web Surveys.; 2013; Tourangeau, R., Conrad, F. G., Couper, M. P.
- Disfluencies and Gaze Aversion in Unreliable Responses to Survey Questions; 2012; Schober, M. F., Conrad, F. G., Dijkstra, W., Ongena, Y. P.
- Database Lookup in Web Surveys; 2012; Couper, M. P., Zhang, C., Conrad, F. G., Tourangeau, R.
- Further research on the design of complex grids; 2011; Couper, M. P., Tourangeau, R.Conrad, F. G., Zhang, C.
- Interactive carrots and sticks to improve data quality; 2011; Conrad, F. G., Tourangeau, R., Couper, M. P., Zhang, C.
- Interactive interventions in web surveys can increase response accuracy.; 2011; Conrad, F. G.
- Race-of-Virtual-Interviewer Effects; 2011; Conrad, F. G., Schober, M. F., Nielsen, D.
- Which Web Survey Respondents Are Most Likely to Click for Clarification?; 2011; Coiner, T., Schober, M. F., Conrad, F. G.
- Should I Stay or Should I go: The Effects of Progress Feedback, Promised Task Duration, and Length of...; 2011; Yan, T., Conrad, F. G., Tourangeau, R., Couper, M. P.
- Designing Input Fields for Non-Narrative Open-Ended Responses in Web Surveys; 2011; Couper, M. P., Kennedy, C., Conrad, F. G., Tourangeau, R.
- Professional Web Respondents and Data Quality; 2010; Conrad, F. G., Tourangeau, R., Couper, M. P., Zhang, C.
- Increasing Respondents' Use of Definitions in Web Surveys; 2010; Peytchev, A., Conrad, F. G., Couper, M. P., Tourangeau, R.
- The impact of progress indicators on task completion ; 2010; Conrad, F. G., Couper, M. P., Tourangeau, R., Peytchev, A.
- Interactive Interventions in Web Surveys Can Increase Respondent Conscientiousness; 2009; Conrad, F. G., Tourangeau, R., Couper, M. P., Kennedy, C.
- Envisioning the Survey Interview of the Future ; 2009; Conrad, F. G., Schober, M. F.
- Experimenting With Speech Interactive Voice Response, Touchtone Data Entry and the Web for the National...; 2009; Cantor, D., Brick, P. D., Tourangeau, R., Conrad, F. G.
- Interactive feedback can improve accuracy of responses in web surveys; 2009; Conrad, F. G., Couper, M. P., Tourangeau, R., Galesic, M.
- Response Order and Response Distributions: The Format of the Response Options in a Web Survey; 2009; Tourangeau, R., Conrad, F. G., Couper, M. P., Balter, O.
- Improving the Design of Complex Matrix Questions; 2009; Couper, M. P., Tourangeau, R., Conrad, F. G.
- Interactive aspects of web surveys; 2009; Conrad, F. G.
- Eye-Tracking Data: New Insights on Response Order Effects and Other Cognitive Shortcuts in Survey Responding...; 2009; Galesic, M., Tourangeau, R., P.;Couper, M. P., Conrad, F. G.
- Classifying Open Occupation Descriptions in the Current Population Survey; 2008; Conrad, F. G., Couper, M. P.
- Social Cues Can Affect Answers to Threatening Questions in Virtual Interviews; 2008; Lind, L. H., Schober, M. F., Conrad, F. G.
- Virtual Interviews on Mundane, Non-Sensitive Topics: Dialog Capability Affects Response Accuracy More...; 2008; Conrad, F. G., Schober, M. F., Jans, M., Orlowski, R. A., Nielsen, D.
- The Impact of the Spacing of the Scale Options in a Web Survey; 2008; Kennedy, C., Tourangeau, R., Conrad, F. G., Couper, M. P., Redline, C. D.
- Interactive Interventions in Web Surveys Can Improve Data Quality; 2008; Conrad, F. G., Tourangeau, R., P., Kennedy, C.Couper, M. P.
- Risk of Disclosure, Perceptions of Risk, and Concerns about Privacy and Confidentiality as Factors in...; 2008; Couper, M. P.; Singer, E.; Daver, J. A.; Conrad, F. G.; Groves, R. M.
- Surveys interviews and new communication technologies; 2007; Schober, M. F., Conrad, F. G.
- Interactive Features of Web Surveys; 2007; Conrad, F. G.
- The Impact of the Visible: The Design of Web Surveys; 2007; Tourangeau, R., Couper, M. P., Conrad, F. G.
- Color, Labels, and Interpretive Heuristics for Response Scales; 2007; Tourangeau, R., Couper, M. P., Conrad, F. G.
- Using Change to Improve Navigation in Grid Questions ; 2007; Galesic, M., Tourangeau, R., Couper, M. P., Conrad, F. G.
- Dialogue Capability and Perceptual Realism in Survey Interviewing Agents; 2007; Schober, M. F., Conrad, F. G.
- Minimizing Respondent Effort increases Use of Definitions in Web Surveys; 2007; Peytchev, A., Conrad, F. G., Couper, M. P., Tourangeau, R.
- Should I Stay or Should I Go? The Effects of Progress Indicators, Promised Duration, and Questinnaire...; 2007; Yan, T., Conrad, F. G., Tourangeau, R., Couper, M. P.
- Bringing features of human dialogue to web surveys; 2007; Conrad, F. G., Schober, M. F., Coiner, T.
- Use and Non-use of Clarification Features in Web Surveys; 2006; Conrad, F. G., Couper, M. P., Tourangeau, R., Peytchev, A.
- Color, Labels, and Interpretive Heuristics for Response Scales; 2006; Tourangeau, R., Couper, M. P., Conrad, F. G.
- Evaluating the Effectiveness of Visual Analog Scales: A Web Experiment; 2006; Couper, M. P., Tourangeau, R., Conrad, F. G., Singer, E.
- Interactive Feedback Can Improve the Quality of Responses in Web Surveys; 2005; Conrad, F. G., Couper, M. P., Tourangeau, R., Galesic, M.
- Promoting Uniform Question Understanding in Today's and Tomorrow's Surveys; 2005; Conrad, F. G., Schober, M. F.
- Visual Context Effects in Web Surveys; 2005; Couper, M. P., Conrad, F. G., Tourangeau, R.
- Interactive Feedback Can Improve Quality of Responses in Web Surveys; 2005; Conrad, F. G., Couper, M. P., Tourangeau, R., Galesic, M.
- Usability, Comparability And Data Quality Across Modes And Technologies In Census Data Collection; 2004; Conrad, F. G., Couper, M. P.
- Spacing, Position, and Order: Interpretive Heuristics for Visual Features of Survey Questions; 2004; Tourangeau, R., Conrad, F. G., Couper, M. P.
- Evaluating the Effects of Visual Analog Scales: A Web Experiment; 2004; Singer, E., Tourangeau, R., Conrad, F. G., Couper, M. P.