Web Survey Bibliography
Relevance & Research Question: A matrix question format (grid) has may advantages in traditional paper-and-pen surveys design: more questions can be presented in a smaller space, thereby saving paper, printing and mailing costs. With the onset of computer-assisted questionnaires and Internet research, these cost saving arguments are no longer valid. Still, matrix questions remain a widely used tool also in Web surveys (e.g. Couper, 2008). There is some empirical evidence (e.g. Toepoel et al 2005; Petchev, 2006; Callegaro, 2010) that matrix questions lead to more statisficing and more dropout. However, presenting questions as single items on the screen leads to longer response times and may increase response burden. In this study we therefore evaluate an alternative to traditional matrix and scrolling formats for web surveys: the horizontal scrolling matrix (HSM).
Methods & Data: In the HSM questions are presented one-by-one on the screen, while ease of answering is improved (e.g., after an answer is selected, the next question is quickly and automatically presented, there is no need for the next or previous button, etc.), and respondents still have an overview of the number of questions in the matrix through a visual bar. In a randomized field experiment we tested whether the HSM question format does improve data quality over the traditional matrix format. We used a 2 by 3 factorial design: the experimental factors were (1) question format: traditional matrix vs HSM and (2) length of ‘matrix’: 5, 10, and 15 items per matrix.
Results: The results were positive: the HSM-format led to fewer break-offs, better data quality and less satisficing as indicated by well-known response styles, such as non-differentiation and extremeness. The HSM helped improving data quality in the longer matrix conditions, which typically suffer from worse data quality. Finally, respondents evaluated the HSM format very positive.
Added Value: Online researchers can profit from the flexibility of web surveys by moving away from grid formats, which are a heritage of paper and pencil surveys. The HSM is a useful alternative, which prevents respondent demotivation by offering superior usability.
GOR Homepage (abstract) / (full text)
Web survey bibliography - General Online Research Conference (GOR) 2012 (26)
- Is „chapterisation“ a viable alternative to traditional progress indicators ?; 2012; Spicer, R., Dowling, Z.
- Exploring New Pathways to Survey Recruitment; 2012; Bilgram, V., Stadler, D.Jawecki, G.
- Understanding selection bias in a worldwide, volunteer web-survey; 2012; Tijdens, K., Steinmetz, S.
- Does Mode Matter? Initial Evidence from the German Longitudinal Election Study (GLES); 2012; Blumenstiel, J. E., Rossmann, J.
- The Representativity of Web Surveys of the General Population compared to Traditional Modes and Mixed...; 2012; Klausch, L. T., Schouten, B., Hox, J.
- Surveytainment 2.0: Why investing 10 more minutes more in constructing your questionnaire is worth considering...; 2012; Muehle, A., Tress, F., Schmidt, S., Winkler, T.
- Market research online community (MROC) versus focus group; 2012; Zuber, M.
- Data quality in MAWI and CAWI; 2012; Mavletova, A. M., Blasius, J.
- Time use data collection using Smartphones: Results of a pilot study among experienced and inexperienced...; 2012; Scherpenzeel, A., Sonck, N., Fernee, H., Morren, Me.
- Scrutinizing Dynamics – Rolling panel waves in theory and practice; 2012; Faas, T., Blumenberg, J. N.
- Little experience with technology as a cause of nonresponse in online surveys; 2012; Struminskaya, B., Schaurer, I., Kaczmirek, L., Bandilla, W.
- Automatic Forwarding on Web Surveys – Some Outlines and Remarks; 2012; Selkaelae, A.
- Thinking, Planning & Operationalizing Empirical Mixed Methods Research Design; 2012; Ruhi, U.
- Continuous large-scale volunteer web-surveys: The experience of Lohnspiegel and WageIndicator; 2012; Oez, F.
- Is Pretesting Established Among Online Survey Tool Users?; 2012
- An Evaluation of Two Non-Reactive Web Questionnaire Pretesting Methods; 2012; Lenzner, T.
- Recommendations for implementing online surveys and simple experiments in social and behavioural research...; 2012; Hewson, C. M.
- High potential for mobile Web surveys: Findings from a survey representative for German Internet users...; 2012; Funke, F., Wachenfeld, A.
- A taxonomy of paradata for web surveys and computer assisted self interviewing (Casi); 2012; Callegaro, M.
- Can Social Media Research replace traditional research methods?; 2012; Faber, T., Einhorn, M., Hofmann, O., Loeffler, M.
- Bad Boy Matrix Question – Whatcha gonna do when they come for you?; 2012; Tress, F.
- Matrix vs. Single Question Formats in Web Surveys: Results from a large scale experiment; 2012; Klausch, L. T., de Leeuw, E. D., Hox, J., de Jongh, A., Roberts , A.
- Effects of Static versus Dynamic Formatting Instructions for Open-Ended Numerical Questions in Web Surveys...; 2012; Kunz, T., Fuchs, M.
- FamilyVote – Conducting online surveys with children and families; 2012; Geissler, H., Peeters, H.
- The influence of social desirability on data quality in face-to-face and web surveys; 2012; Keusch, F.
- Reducing the Threat of Sensitive Questions in Online Surveys; 2012; Couper, M. P.