Web Survey Bibliography
Title Using Eye Tracking to Examine the Visual Design of Web Surveys
Author Zhou, Q., Ricci, K., Olson, K., Smyth, J. D.
Year 2014
Access date 28.08.2014
Abstract
Studies show that visual design influences how a respondent processes survey questions (Dillman et al., 2009). Sometimes the visual presentation of response options are manipulated to save space on a paper survey and to make all responses visible without scrolling on a Web survey (Couper, 2008). However, few studies have formally analyzed the effects of these sorts of graphical manipulations. In this study, we use eye tracking methods to examine the visual layout of response options in two visual design experiments: (1) a single column versus two columns of response options and (2) a linear versus non-linear five-point rating scale. Specifically, we will examine if the different layouts affect if respondents read through the response options, how long respondents spend on each subgroup of response options, and the distribution of responses selected. Data for this study will come from a general population laboratory experiment that will be conducted between November 2013 and March 2014. Preliminary analysis from a pilot study of 41 college students revealed mixed results. Initially, students spent more time looking at the one column of responses and the non-linear layout of the rating scale; on a later question in the survey, however, students spent more time looking at the two columns of responses and the linear layout of the rating scale. Although previous research has suggested that the non-linear rating scale will encourage respondents to process the options horizontally, we have observed that respondents tend to start from the middle column and use it as an anchor when processing the other options. We will investigate these trends further by analyzing these experiments with a larger sample from the general population. This study will conclude with implications for Web survey design.
Access/Direct link
Year of publication2014
Bibliographic typeConferences, workshops, tutorials, presentations
Web survey bibliography - The American Association for Public Opinion Research (AAPOR) 69th Annual Conference, 2014 (20)
- Investigating Response Quality in Mobile and Desktop Surveys: A Comparison of Radio Buttons, Visual...; 2014; Toepoel, V.; Funke, F.
- Assessing the Impact Device Choice Has on Web Survey Data Collection ; 2014; Hupp, A.; Schroeder, H. M.; Piskorowski, A.D.
- Understanding Mobility: Consent and Capture of Geolocation Data in Web Surveys; 2014; Crawford, S. D.; McClain, C.; Young, R.H.; Nelson, T. F.
- Instant Interactive Feedback in Grid Questions: Reminding Web Survey; 2014; Kunz, T., Fuchs, M.
- What Does the Satisfaction with Democracy Measure Mean to Respondents in Different Countries? How Cross...; 2014; Behr, D., Braun, M.
- Using Eye Tracking to Evaluate Email Notifications of Surveys and Online Surveys Collecting Address...; 2014; Olmsted, E. L., Nichols, E. M.
- Respondent Processing of Multiple Images throughout a Web Survey; 2014; Charoenruk, N., Stange, M.
- Using Eye Tracking to Examine the Visual Design of Web Surveys; 2014; Zhou, Q., Ricci, K., Olson, K., Smyth, J. D.
- Achieving Balance: Understanding the Relationship between Complexity and Response Quality; 2014; Kirchner, A., Powell, R.
- Question Grouping and Matrices in Web Surveys: Using Response and Auxiliary Data to Examine Question...; 2014; Bilgen, I., Stern, M. J.
- The Grouping of Items in Mobile Web Surveys; 2014; Mavletova, A. M., Couper, M. P.
- Evaluating the Efficacy of Mixed-Mode Intercept Surveys for Complex Questionnaires; 2014; Puniello, O. T.
- Experiments with Email Formatting; 2014; Lawrence, S., Phillips, B. T.
- Sequential or Simultaneous Multi-Mode? Results from Two Large Surveys of Electric Utility Consumers; 2014; Jackson, C., Ledoux, C.
- Correlates of Attrition in the German Internet Panel: Drop-Outs and Sleepers; 2014; Blom, A. G., Beissel-Durrant, G.
- Survey Breakoff in Online Panels; 2014; McCutcheon, A. L.
- Measuring Nonresponse Bias in Web Surveys: The Role of Health Status; 2014; Zhang, M.
- Providing a Deadline for Response: Results from Two Recent Experiments; 2014; Kaiser, A., Walston, J. T., Medway, R., Ye, C., Tourangeau, R.
- Respondents Playing Fast and Loose?: Antecedents and Consequences of Respondent Speed of Completion; 2014; Thomas, R. K., Barlas, F. M.
- A Glimpse Inside the Mind of a Respondent: Using Paradata to Improve Online Surveys; 2013; Pape, T.; Barron, S.