Web Survey Bibliography
Title Drop-down, radio button, or fill-in-the-blank? Effects of attribute rating scale type on web survey responses
Author Hogg, A., Jarrett Masztal, J.
Source Marketing Transformation: Research for the Bottom Line, 54th ESOMAR Congress and Exhibition, 2001
Year 2001
Access date 29.11.2004
Abstract When it comes to Web surveys, the type of attribute rating scale used does matter. Based upon data collected during the Burke Strategic Consulting Group’s recent Workforce Perspectives® study, this paper shows how responses to drop-down box, radio button, and fill-in-the-blank survey interfaces can differ significantly from each other. Distributions of responses will differ depending upon the scale used. What might have an ever greater impact on utilization of survey findings is the fact that a radio button scale can drive respondents to more frequently use the same response option.
Access/Direct link Homepage - conference (abstract)
Year of publication2001
Bibliographic typeConferences, workshops, tutorials, presentations
