Web Survey Bibliography

Title The Effects of Vignette Placement on Survey Estimates: A Split Ballot Experiment
Year 2012
Access date 29.06.2012
Abstract

Vignettes are useful for measuring norms and beliefs, but little research investigates how to embed vignettes in the larger context of a survey. The placement of a vignette might affect responses to survey questions unrelated to the vignette because vignettes provide more information and context about the survey’s topic compared to standard attitudinal survey questions. We conducted a split ballot experiment in a survey of the Knowledge Networks online panel (n = 3,132). The survey used two methods to measure beliefs about whether parents and adult children should live together. First, the survey included a vignette about a hypothetical family that has lost its home and needs a place to live. Respondents were asked for their opinion about whether the family members in the vignette (“John,” “Mary,” their child, and an older mother) should move in with other family members. Second, the survey included general attitudinal questions, unrelated to the vignette, about the desirability of family members living together. One of these questions was from the General Social Survey (GSS): “As you know, many older people share a home with their grown children. Do you think this is generally a good idea or bad idea?” We randomly assigned the order of the vignette (and the question about the vignette) and the GSS question to respondents. Preliminary analysis shows that vignette placement affected responses to the GSS question. When the vignette followed the GSS question, only 17% said co-residence was a “good idea” in response to the GSS question. When the vignette preceded the GSS question, 30% said co-residence was a “good idea.” Placing the vignette first may promote empathy for people experiencing economic hardship, encouraging more positive responses to the GSS question. At AAPOR, we will also discuss how the effect of vignette placement depends on respondent and vignette characteristics.

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Year of publication2012
Bibliographic typeConferences, workshops, tutorials, presentations
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