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Web Survey Bibliography

Title How Visual Design Affects the Interpretability of Survey Questions
Year 2011
Access date 02.02.2013

It has been little more than a decade since systematic research was begun on how visual layout of questions influences respondent answers. This chapter discusses the theoretical background of processing visual information. A literature review is given on effects of visual layout in survey questions. New experiments were conducted to find out if the effects of visual language disappeared when numerical and verbal language was added to the response options. The results suggest that by using verbal and numerical language effectively, the effects of visual language can be reduced. The chapter ends with thirteen do’s and don’ts with regard to visual design in survey questions. In addition, question elements are identified that account for variance in survey responding.

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Year of publication2011
Bibliographic typeBook section