Web Survey Bibliography
Relevance & Research Question: Matrix questions are and have always been a big problem in online fieldwork. On the one hand many statistical procedures suggest the use of matrix questions, whilst on the other hand quite a lot of data quality issues are related to matrix questions, - mainly due to satisficing behavior of respondents. One explanation for such a behavior is the high cognitive burden for the respondent when being confronted with the compact presentation of many options and a lot of text on little space. Steps towards a better data quality thus have to find smarter and more intuitive solutions for collecting the needed data. This contribution compares different alternatives for grid questions and shows how to use them in the right context.
Methods & Data: We conducted a study with five splits in total, each of them with a different alternative for the matrix question. Each split contained the respective alternative twice, one time in the context of brand likeability and one time in the context of general attitudes. These concepts have been compared by different metrics in regard to data quality (e.g. variance, time needed on question, consistency with answers in following questions), comparability of the results among these alternatives and the satisfaction of the respondents with usability of each question type. These differences are controlled by sociodemographic factors.
Results: Our results draw a differentiated picture for each of these question types. It seems that there is no universal solution that applies to all contexts. Nonetheless a bunch of recommendations can be drawn for the appropriate design of a questionnaire and the best practice for each of the presented question types.
Added Value: Especially with the growing importance of mobile research in the market research industry, an appropriate questionnaire design gains more and more importance. Smaller screens and new input devices (such as touchscreens) call for alternatives to conventional solutions during fieldwork. We show that researchers most often can count with more satisfied respondents and a better data quality when avoiding the standard matrix question type. Nonetheless they don’t have to do without valuable data.
GOR Homepage (abstract) / (presentation)
Web Survey Bibliography (6390)
- Research Design as an Influencing Factor for Reliability in Online Market Research; 2013; Wengrzik, J., Theuner, G.
- Ethics, privacy and data security in web-based course evaluation; 2013; Salaschek, M., Meese, C., Thielsch, M.
- Seducing the respondent – how to optimise invitations in on-site online research?; 2013; Póltorak, M., Kowalski, J.
- Influence of mobile devices in online surveys; 2013; Maxl, E., Baumgartner, T.
- E-questionnaire in cross-sectional household surveys; 2013; Karaganis, M.
- GESIS Online Panel Pilot: Results from a Probability-Based Online Access Panel; 2013; Kaczmirek, L., Bandilla, W., Schaurer, I., Struminskaya, B., Weyandt, K.
- Online Survey – Research with children on advertising impact; 2013; Funkenweh, V., Busch, J., Amthor, A. L., Boeer, A., Gaedke, J.
- HTML5 and mobile Web surveys: A Web experiment on new input types; 2013; Funke, F.
- Metadata on the demographics of online research: Results from a full-range study of available online...; 2013; Burger, C., Stieger, S.
- How the screen-out influence the dropout of a commercial panel; 2013; Bartoli, B.
- Beyond methodology - some ethical implications of "doing research online"; 2013; Heise, N.
- Innovation in Data Collection: the Responsive Design Approach; 2013; Bianchi, A., Biffignandi, S.
- Break-off and attrition in the GIP amongst technologically experienced and inexperienced participants...; 2013; Blom, A. G., Bossert, D., Clark, V., Funke, F., Gebhard, F., Holthausen, A., Krieger, U., Wachenfeld...
- Nonresponse and Nonresponse Bias in a Probability-Based Internet Panel; 2013; Blom, A. G., Bossert, D., Funke, F., Gebhard, F., Holthausen, A., Krieger, U.
- Rewards - Money for Nothing?; 2013; Cape, P. J., Martin, P.
- Effects of incentive reduction after a series of higher incentive waves in a probability-based online...; 2013; Struminskaya, B., Kaczmirek, L., Schaurer, I., Bandilla, W.
- Timing of Nonparticipation in an Online Panel: The effect of incentive strategies; 2013; Douhou, S., Scherpenzeel, A.
- Mixed-mode including web: Recent developments at Statistics Netherlands; 2013; Luiten, A., Schouten, B.
- Web coverage in the UK and its potential impact on general population web surveys; 2013; Callegaro, M.
- Surveys on Mobile Devices: Opportunities and Challenges; 2013; Couper, M. P.
- Measurement effects in mixed-mode panel surveys; 2013; Lugtig, P. J.
- Life history calendars - a viable method for web-based data collection?; 2013; Glasner, T., van der Vaart, W.
- Measurement issues in web surveys: An overview of opportunities and challenges; 2013; Calderwood, L.
- Experiences from a probability-based Internet panel: Sample, recruitment and participation; 2013; Scherpenzeel, A.
- Participation and engagement in web surveys of the general population: An overview of challenges and...; 2013; Roberts, C.
- Using Web Survey Panels to Estimate Population Characteristics: A Comparison of Alternative Approaches...; 2013; Rivers, D.
- Online Research, Game On!; 2013; Puleston, J.
- The ONS Beyond 2011 Programme & possible implications for social surveys; 2013; Morris, L.
- Issues of Coverage and Sampling in Web Surveys for the General Population: An Overview; 2013; Lynn, P.
- Use of a Social Networking Web Site for Recruiting Canadian Youth for Medical Research; 2013; Chu, J. L., Snider, C. E.
- Comparison of web-based versus paper-and-pencil administration of a humor survey; 2013; Wang, C.-C., Cheng, C.-L.;, Liu, K.-S., Cheng, Y.-Y.
- The Design of Grids in Web Surveys; 2013; Couper, M. P., Tourangeau, R., Conrad, F. G., Zhang, C.
- The smartphone in survey research: experiments for time use data; 2013; Fernee, H., Scherpenzeel, A.
- Survey Research; 2013; Abbott, M. L., McKinney, J.
- Understanding and Applying Research Design; 2013; Abbott, M. L., McKinney, J.
- Large-Scale Analysis and Testing; 2013; Cao, M., Zhang, Q.
- The Science of Web Surveys; 2013; Tourangeau, R., Conrad, F. G., Couper, M. P.
- How to create online questionnaires: A beginner's guide to survey design for businesses and students...; 2013; Lipscomb, L.
- True experimental data collection on the Internet; 2013; Reips, U. -D., Krantz, J. H.
- Virtual Research Methods; 2013; Hine, C.
- Askito: An open source Web questionnaire tool; 2013; Reips, U. -D., Heilmann, T.
- Informed Consent for Web Paradata Use; 2013; Couper, M. P., Singer, E.
- Measurement invariance and quality of composite scores in a face-to-face and a web survey; 2013; Revilla, M.
- Exploring Response Differences between Face-to-Face and Web Surveys: A Qualitative Comparative Analysis...; 2013; Bennink, M., Moors, G., Gelissen, J.
- 'Ready to complete the survey on Facebook': Web 2.0 as a research tool in business studies; 2013; Gregori, A., Baltar, F.
- Surveying “difficult-to-sample” backpackers through Facebook? Employing a mixed-mode dual...; 2013; Morris Paris, C.
- The Use of Mixed Methods in Organizational Communication Research; 2013; Salem, P. J.
- The Use of E-Questionnaires in Organizational Surveys; 2013; Brender-Ilan, Y., Vinitzky, G.
- Online Instruments, Data Collection, and Electronic Measurements: Organizational Advancements; 2013; Bocarnea, M. C., Reynolds, R. A., Baker, J. D.
- Convenient yet not a convenience sample: Jury pools as experimental subject pools; 2013; Murray, G. R., Rugeley, C. R., Mitchell, D.-G., Mondak, J. J.