Web Survey Bibliography
To date, researchers have assumed that continuums ranging from left to right (or top to bottom) and positive to negative (or negative to positive) are the optimal questionnaire format. This format is thought to encourage reading of all scale points and to promote comprehension of the words used for each response option. If verbal labels are constructed by researchers as arrayed in a continuum, then what respondents might actually be doing is ranking a construct according to its slot on a continuum relative to other constructs measured using the same type of scale.
This study compares the results yielded by two types of rating scales. One scale was designed to mimic the conventional scales widely used in survey research with response options fully labeled verbally. The second set of scales was presented one of four ways; 1) a slider with five verbal labels on it, exactly mimicking a traditional Likert scale, but with tick marks along the scale, 2) a slider with five tick marks on it, but only the end points labelled with the text anchors, 3) a slider with no tick marks and with only the end points labelled with the text anchors, 4) a slider with anchors but no tick marks but with the actual “numerical score” displayed as the slider is moved. Respondents in the United States, the United Kingdom, Germany, and China were members of an online panel and were randomly assigned to receive either the conventional, verbal, presentation or one of the four visual presentations.
Respondents report a preference for the slider approach because it allows for more accurate opinion reporting. The results suggest that using a slider rather than a traditional Likert scale will produce the same mean scores. It would therefore seem likely that the slider scales would also increase levels of engagement, which in turn could improve data quality by reducing satisficing. On the other hand, sliders take longer to complete, which may decrease quality (although completion time may decrease somewhat as respondents become used to using the slider). Additional analyses will illuminate which type of scale yields greater predictive validity.
Conference homepage (abstract)
Web survey bibliography (4086)
- Verbal Vs Visual Response Options: Reconciling Meanings Conveyed by a Computer Aided Visual Rating Scale...; 2009; Garland, P., Cape, P.
- Increasing response rates in list based samples; 2009; Keusch, F., Kurz, H., Penzkofer, P.
- Resolving the Privacy Paradox? - How Privacy Concerns, Strategic Self-presentation, and Norms Influence...; 2009; Utz, S.
- AGOF internet facts – increasing the response rate for onsite-surveys; 2009; Foerstel, H.
- Implementation of a reaction time tool for brand measurement at Swisscom; 2009; Paar, I., Urbahn, J.
- It’s all about customer satisfaction - Advantages and limitations of online surveys in applied...; 2009; Einhorn, M., Klein-Reesink, T., Löffler, M.
- Potential Of The Mobile Internet - What You Ask Is What You Get; 2009; Neubarth, W., Maier, U., Geißlitz, A.
- Measuring Network Quality: Strengths and Weaknesses of different Evaluation Methods (SMS, w@p and web...; 2009; Wallisch, A., Schwab, H.
- Challenges in Recruiting Special Groups in Internet Panel Research; 2009; Marchand, M., Vis, C.
- Panel Conditioning in Web Surveys: A Comparison between Trained and Fresh Respondents; 2009; Toepoel, V., Das, M., van Soest, A.
- Using Tag Clouds to Analyse and Visualise Results of Open Ended Questions; 2009; Melles, T., Jaron, R.
- Measuring Perceived Virtual Social Support in Online Self-Help Groups; 2009; Preiß, H.
- Personalization as Strategy to Increase Response Rates; 2009; Althoff, S.
- Understanding the willingness to participate in mobile surveys: Exploring the role of hedonic, affective...; 2009; Bosnjak, M., Metzger, G.
- Integrating Mobile Surveys into digital market research: Recommendations for Mobile Panel operation...; 2009; Friedrich-Freksa, M., de Groote, Z., Metzger, G.
- Measurement options, measurement error, and usability in mobile surveys; 2009; Pferdekämper, T., Bosnjak, M., Metzger, G.
- The new IT environment for the Italian consumer price survey; 2009; Giannini, R., Polidoro, F., Sgamba, A. M., Silipo, M., Spagnuolo, F., Virgillito, A.
- Comparative analysis among open source and commercial software for the development of electronic questionnaires...; 2009; Capparucci, L., Degortes, M., Landriscina, M., Murgia, M.
- The automatic coding of Economic Activities descriptions for WEB users; 2009; Colasanti, C., Macchia, S., Vicari, P.
- Large Scale Digital Data Collection in Developing Countries: Is The Time Right? ; 2009; Hattas, M., Cronje, M., Berard, O.
- Privacy concerns and electronic data collection: group and individual response to social change in communications...; 2009; Odella, F.
- The relative coverage bias caused by the mobile-only population across Europe; 2009; Fuchs, M.
- Implementation of web-based data-collection channel eSTAT for economic entities; 2009; Sillajoe, T.
- Acceptability of the use of new technologies by interviewees in surveys; 2009; Roux, S., Marchal, P., Armoogum, J.
- Optimal Contact Strategy in a Mail and Web Mixed Mode Survey ; 2009; Holmberg, A., Lorenc, B., Werner, P.
- Optimising survey costs in mixed mode environment; 2009; Vehovar, V., Berzelak, N., Lozar Manfreda, K., Belak, E.
- Integrated statistical systems: an approach to preserve coherence between a set of surveys based on...; 2009; Ballin, M., De Francisci, S., Scanu, M., Tininini, L., Vicard, P.
- A guide to conducting online research; 2009; Gaiser, T. J., Schreiner, A. E.
- Visual Heuristics and Answer Formats in Rating Scales; 2009; Toepoel, V. Dillman, D. A.
- A literature review on constructing answer formats; 2009; Menold, N., Kaczmirek, L., Hoffmeyer-Zlotnik, J.
- Social Web and Self-Disclosure = Participation vs. Privacy? Exploring How Users Manage this Dilemma...; 2009; Taddicken, M., Jers, C., Schenk, M.
- Personality on Social Network Sites: An Application of the Five Factor Model; 2009; Wehrli, S.
- Money for Surveys: What about Data-Quality?; 2009; A.Krosnick, J. A.
- Can a moral reasoning exercise improve response quality to surveys of healthcare priorities?; 2009; Johri, M.
- Use of Online Interviews in the Underlying Discourse Unveiling Method (UDUM); 2009; Nicolaci-da-Costa, A. M., Romao-Dias, D., Di Luccio, F.
- Arts-humanities.net – from community website to (social) knowledgebase?; 2009; Reimer, T.
- Mashups to Meshups and the Web of Data; 2009; Glaser, H.
- Practical Web 2.0 - Related Technologies and Building Mashups; 2009; Borkum, M., Bhagat, J.
- International Handbook of Internet Research; 2009; Hunsinger, J., Klastrup, L., Allen, M.
- Converting to Blaise 4.8 for CATI and CAWI Surveys; 2009; Hart, L., Reid, S.
- Introduction to Webometrics: Quantitative Web Research for the Social Sciences; 2009; Thelwall, M.
- Online Research Essentials: Designing and Implementing Research Studies; 2009; Russell, B., Purcell, J.
- Survey Response Rates and Survey Administration in Counseling and Clinical Psychology A Meta-Analysis...; 2009; Van Horn, P. S., Green, K. E., Martinussen, M.
- Assessing Medical Information Needs Via an Internet-Based Survey; 2009; Fung, S. M., Merriman, L., Cawley, M.
- Estimating the robustness of questionnaire results: lessons from a mixed-mode survey of expectations...; 2009; Bonsall, P., Shires, J.
- Creating Online Surveys: Some Wisdom from the Trenches Tutorial ; 2009; Singh, A., Taneja, A., Mangalaraj, G.
- Attrition Bias in a US Internet Survey of Alcohol Use Among College Freshmen ; 2009; McCoy, T. P., Ip, E. H., Blocker, J. N., Champion, H., Rhodes, S. D., Wagoner, K. G., Mitra, A., Wolfson...
- Short Message Service (SMS) Technology in Alcohol Research-A Feasibility Study; 2009; Kuntsche, E., Robert, B.
- Online Survey Tools: Ethical and Methodological Concerns of Human Research Ethics Committees; 2009; Buchanan, E. A., Hvizdak, E. E.
- Employment Tribunal web survey: Results of an online survey 19 March - 2 April 2009; 2009; Anonymous