Web Survey Bibliography
When survey respondents are faced with long, cognitively demanding interviews, they may take measures to reduce their cognitive burden. In particular, when questions are presented in a predictable pattern, it is relatively easy for respondents to learn that certain behaviors will help them get to the end of the interview more quickly. One frequently-used pattern is to ask questions in an interleafed format, in which each question in a series of filter items is succeeded by follow-up questions only if the individual responds affirmatively to the filter. In such cases, respondents may learn that negative responses to filter questions help them end the interview more quickly. Such underreporting can lead to biased survey estimates.
This presentation will report on the results of two recent surveys of members of a probability-based web panel in which respondents were asked a series of advertising recall questions in an interleafed format. The order of the ads was randomly assigned for each respondent and recorded. Preliminary results of this study show that later placement in the order of presentation has a significant, negative impact on reported ad recall. This presentation will also discuss the effect of respondent demographics and interest in the survey topic on the extent of underreporting, as well as the impact of length of time spent in the panel. Implications for existing survey practice and directions for future research will be discussed.
Conference Homepage (abstract)
Web Survey Bibliography - Turner, S. (10)
- Opening Up Online: Social Networking and Online Survey Response Behaviors; 2012; Turner, S., Lackey, M., Irwin, N.
- A Typology and Review of Web Evaluation Strategies; 2012; Wiggins, B., Romano Bergstrom, J. C., Turner, S.
- Quantifying Open-Ended Responses: Results from an Online Advertising Tracking Survey; 2011; Jacobe, A., Brewer, L., Vakalia, F., Turner, S., Marsh, S. M.
- Quality of responses to an open-ended question on a mixed-mode survey; 2011; Gibson, J., Vakalia, F., Turner, S.
- Underreporting in Interleafed Questionnaires: Evidence from Two Web Surveys; 2011; Medway, R., Viera Jr., L., Turner, S., Marsh, S. M.
- A Comparison Web Study to Examine Panel Reuse Effects in an Advertising Tracking Study; 2011; Brewer, L., Jacobe, A., Marsh, S. M., Turner, S., Vakalia, F.
- Offering a Web Option in a Mail Survey of Young Adults: Impact on Survey Quality; 2010; Turner, S., Viera Jr., L., Marsh, S. M.
- An Examination of Panel Conditioning in an Advertising Tracking Study with Cross-Sectional Design; 2010; Anderson, A. J., Marsh, K. A., Turner, S., Marsh, S. M.
- Evaluation of Measurement Equivalence for a Web-Based Survey with Paper Survey Option; 2009; Gibson, J., Turner, S., Marsh, S., Medway, R.
- Choosing the right approach comes down to serving each project's needs; 2008; Turner, S.