Web Survey Bibliography
Estimating exposure to media sources, such as magazine readership, is a critical function that determines advertising prices. One method to determine the extent of magazine readership is through self-report, and can be done in a variety of ways, employing paperpencil self-administered instruments, human interviewers using show cards, and Web-based surveys. When presenting a series of targets like magazines that serve as a filter for subsequent follow-up questions, there are a number of techniques that have been used, including a multiple response format (‘Select all’), a yes-no grid (requiring a yes or no to each element), or a card sort task that separates the magazines into piles of ‘yes’ or ‘no’. As part of an investigation to transition a magazine readership survey to a Web-based mode, we experimentally investigated alternative response formats to determine readership in the past 6 months. We converted the traditional human interviewer card sort task into a drag and drop task whereby magazine titles would be displayed in a single pile and respondents would drag and drop the magazines into 3 piles – Yes, read; Not sure; No, did not read. The Yes-No grid also included a middle category ‘Not sure’. The multiple response format presented magazines with 4 in a row with 4 columns, and a response at the bottom ‘I did not read any’. Each format had multiple screens to accommodate over 250 magazine titles. We found that the drop-and-drag format took the longest to complete, while the multiple response format took the least amount of time. In addition, the drop-and drag format show a 50% higher readership rate over the yes-no grid, and the yes-no grid showed a higher readership than the multiple response format. We compare our results to those found with high quality in-person interviews on readership.
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Web survey bibliography (20)
- Retrospective Measurement of Students’ Extracurricular Activities with a Self-administered Calendar...; 2016; Furthmueller, P.
- A multi-group analysis of online survey respondent data quality: Comparing a regular USA consumer panel...; 2016; Golden, L.; Albaum, G.; Roster, C. A.; Smith, S. M.
- Investigating respondent multitasking in web surveys using paradata; 2016; Sendelbah, A.; Vehovar, V.; Slavec, A.; Petrovcic, A.
- Rating Scales in Web Surveys: A Test of New Drag-and-Drop Rating Procedures; 2015; Kunz, T.
- Relative Mode Effects on Data Quality in Mixed-Mode Surveys by an Instrumental Variable; 2013; Vannieuwenhuyze, J. T. A., Revilla, M.
- Effects of Response Format on Measurement of Readership; 2013; Thomas, R. K., Cobb, C. L., Baim, J.
- Ebook readings jumps, print book reading declines; 2012; Rainie, L., Duggan, M.
- Using e-surveys to access the views of football fans within online communities; 2012; Gibbons, T., Nuttall, D.
- Exploring New Pathways to Survey Recruitment; 2012; Bilgram, V., Stadler, D.Jawecki, G.
- Cross-country Comparisons: Effects of Scale Type and Response Style Differences; 2011; Thomas, R. K.
- Separation of selection bias and mode effect in mixed-mode survey – Application to the face-to...; 2011; Bayart, C., Bonnel, P.
- Movie Mobile Polls: Does Survey Mode Make a Difference?; 2010; Williams, Do.
- 3 screen measurement: Soccer World Cup 2010; 2010; Conry, S., Benezra, K., Singh, S.
- Communicating Disclosure Risk in Informed Consent Statements; 2010; Singer, E., Couper, M. P.
- Does Providing a Choice of Survey Modes Influence Response?; 2010; Lesser, V. M., Newton, L., Yang, D.
- Can a professional questionnaire layout make up for a boring topic? The mediating role of topic interest...; 2010; Keusch, F., Mayerhofer, W., Jungreithmaier, S., Weilbuchner, N., Fuehrer, R., Kling, H.
- Designing Culturally Neutral Storyboard: A Case Study of Designing an Online Survey with Storyboards; 2010; Koponen, T., Varsaluoma, J., Walsh, T.
- Continuous Measurement of Musically-Induced Emotion: A Web Experiment ; 2009; Egermann, H., Nagel, F., Altenmueller, E., Kopiez, R.
- E-epidemiology : Adapting epidemiological methods for the 21st century; 2009; Bexelius, C.
- The Use of Online Methodologies in Data Collection for Gambling and Gaming Addictions; 2009; Griffiths, M. D.
- Usability Testing of Web Data Collection Instruments; 2002; Thalji, L., Antunes, M. J., Wiebe, E. F.