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Web Survey Bibliography

Title ‘For Example’: How Different Example Types in Online Surveys Influence Frequency
Source The American Association for (AAPOR) 63rd Annual Conference, 2008 & WAPOR 61th Annual Conference, 2008
Year 2008
Access date 03.06.2009

Some researchers worry that when reporting the frequency with which they have performed a category of events (e.g., ‘gone shopping’), survey respondents may fail to take into account all events in the category. One remedial strategy is for a survey question to offer examples of events that might commonly be overlooked (Groves, et al., 2004). We examined the effects of offering two different types of examples that survey developers could use to help respondents recall commonly overlooked events when generating frequency estimates. A total of N=1124 U.S. consumers completed an online survey in which they reported their average number of weekly shopping trips. Some respondents answered a No Examples version of the general question which read, ‘During the last 6 months, how many times per week, on average, did you visit a store to go shopping?’ Others answered an Object Examples version (defined as references to people, places, or things related to a target category of events) in which specific store types were added to the question as examples. Still others answered a Behavior Examples version (defined as references to activities related to a target category) in which the phrase ‘†to go shopping’ was expanded to include other shopping-related behaviors. In each condition, respondents entered a numerical value into an open-ended response option box that accepted a maximum of two digits. Offering either Object Examples or Behavior Examples generate larger frequency estimates than questions with No Examples. However, the effects of Object Examples on estimates appear to be driven by enhanced recall of only the listed objects. In contrast, Behavior Examples appear to influence frequency estimates by enhancing recall of a wider array of events. This suggests that giving respondents examples of target behaviors, rather than locations where those behaviors might have occurred, yields more accurate reports of frequencies.

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Year of publication2008
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography - WAPOR 61th Annual Conference, 2008 (55)

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