Web Survey Bibliography
Purpose of the study: Typical paging designs (one item per page) are visually simpler than matrix designs but leave respondents at sea concerning the number of remaining decisions. We compare data quality in an online brand attribution task in matrix and paging designs when the latter provides progress feedback.
Design/methodology/approach: 2110 opt-in respondents indicated which of several brands of sweets were described by a series of attributes (e.g., “Is worth what they cost”) in one of nine conditions: 6, 14 or 28 attributes in a matrix or one of two graphical paging designs. The paging designs displayed “tiles” to represent the number of remaining attributes. The text on the tiles was either visible or not.
Findings: The paging designs led to better data quality than the matrix design by three measures: fewer breakoffs, shorter completion times, and less straightlining. The paging designs reduced breakoffs more when the number of attributes was smaller. Respondents took less time to complete the attributions with the paging design especially when the number of attributes was large. Straightlining was defined as not selecting any attributes (all of which were positive) for a preferred brand or indicating that all attributes described a non-preferred brand. These patterns of response were reduced more by paging for smaller numbers of attributes, a somewhat counter-intuitive finding.
Originality/value: This project is the first attempt, to our knowledge, to improve the quality of brand attribution by adapting design ideas from conventional web surveys. The graphical paging designs with progress information have not been previously used – they serve the function of progress indicators but do not have the now well-known effect of increasing breakoffs that conventional progress indicators do, perhaps because the feedback is inherent in the display.
Research limitations/implications: We don’t test a paging without progress feedback condition.
Practical implications: This research makes a compelling case for using paging designs that provide abstract, graphical feedback about the number of remaining judgments in a brand attribution task. Other online evaluations can similarly benefit from the results.
Web survey bibliography - Conrad, F. G. (38)
- Comparing acquiescent and extreme response styles in face-to-face and web surveys; 2017; Liu, M.; Conrad, F. G.; Lee, S.
- Respondent mode choice in a smartphone survey ; 2017; Conrad, F. G., Schober, M. F., Antoun, C., Yan, H. Y., Hupp, A., Johnston, M., Ehlen, P., Vickers, L...
- Effects of Mobile versus PC Web on Survey Response Quality: a Crossover Experiment in a Probability...; 2017; Antoun, C.; Couper, M. P.; G. G.Conrad, F. G.
- Comparisons of Online Recruitment Strategies for Convenience Samples: Craigslist, Google AdWords, Facebook...; 2016; Antoun, C., Zhang, C., Conrad, F. G., Schober, M. F.
- The Effect of Respondent Commitment and Tailored Fe edback on Response Quality in an Online Survey ; 2016; Cibelli Hibben, K.; Conrad, F. G.
- Comprehension and engagement in survey interviews with virtual agents; 2016; Conrad, F. G.; Schober, M. F.; Jans, M.; Orlowski, R. A.; Nielsen, D.; Levenstein, R. M.
- Social Media Analyses for Social Measurement; 2016; Schober, M. F.; Pasek, J.; Guggenheim, L.; Lampe, C.; Conrad, F. G.
- An experiment testing six formats of 101-point rating scales; 2015; Liu, M.; Conrad, F. G.
- Matrix versus paging designs in a brand attribution task; 2014; Conrad, F. G., McCullough, W., Nishimura, R.
- Speeding in Web Surveys: The tendency to answer very fast and its association with straightlining; 2013; Conrad, F. G.; Zhang, Che.
- Disfluencies and Gaze Aversion in Unreliable Responses to Survey Questions; 2012; Schober, M. F., Conrad, F. G., Dijkstra, W., Ongena, Y. P.
- Database Lookup in Web Surveys; 2012; Couper, M. P., Zhang, C., Conrad, F. G., Tourangeau, R.
- Interactive interventions in web surveys can increase response accuracy.; 2011; Conrad, F. G.
- Race-of-Virtual-Interviewer Effects; 2011; Conrad, F. G., Schober, M. F., Nielsen, D.
- Which Web Survey Respondents Are Most Likely to Click for Clarification?; 2011; Coiner, T., Schober, M. F., Conrad, F. G.
- Should I Stay or Should I go: The Effects of Progress Feedback, Promised Task Duration, and Length of...; 2011; Yan, T., Conrad, F. G., Tourangeau, R., Couper, M. P.
- Professional Web Respondents and Data Quality; 2010; Conrad, F. G., Tourangeau, R., Couper, M. P., Zhang, C.
- Increasing Respondents' Use of Definitions in Web Surveys; 2010; Peytchev, A., Conrad, F. G., Couper, M. P., Tourangeau, R.
- Interactive Interventions in Web Surveys Can Increase Respondent Conscientiousness; 2009; Conrad, F. G., Tourangeau, R., Couper, M. P., Kennedy, C.
- Envisioning the Survey Interview of the Future ; 2009; Conrad, F. G., Schober, M. F.
- Experimenting With Speech Interactive Voice Response, Touchtone Data Entry and the Web for the National...; 2009; Cantor, D., Brick, P. D., Tourangeau, R., Conrad, F. G.
- Interactive feedback can improve accuracy of responses in web surveys; 2009; Conrad, F. G., Couper, M. P., Tourangeau, R., Galesic, M.
- Response Order and Response Distributions: The Format of the Response Options in a Web Survey; 2009; Tourangeau, R., Conrad, F. G., Couper, M. P., Balter, O.
- Improving the Design of Complex Matrix Questions; 2009; Couper, M. P., Tourangeau, R., Conrad, F. G.
- Classifying Open Occupation Descriptions in the Current Population Survey; 2008; Conrad, F. G., Couper, M. P.
- Social Cues Can Affect Answers to Threatening Questions in Virtual Interviews; 2008; Lind, L. H., Schober, M. F., Conrad, F. G.
- Virtual Interviews on Mundane, Non-Sensitive Topics: Dialog Capability Affects Response Accuracy More...; 2008; Conrad, F. G., Schober, M. F., Jans, M., Orlowski, R. A., Nielsen, D.
- The Impact of the Spacing of the Scale Options in a Web Survey; 2008; Kennedy, C., Tourangeau, R., Conrad, F. G., Couper, M. P., Redline, C. D.
- Surveys interviews and new communication technologies; 2007; Schober, M. F., Conrad, F. G.
- Interactive Features of Web Surveys; 2007; Conrad, F. G.
- The Impact of the Visible: The Design of Web Surveys; 2007; Tourangeau, R., Couper, M. P., Conrad, F. G.
- Color, Labels, and Interpretive Heuristics for Response Scales; 2006; Tourangeau, R., Couper, M. P., Conrad, F. G.
- Promoting Uniform Question Understanding in Today's and Tomorrow's Surveys; 2005; Conrad, F. G., Schober, M. F.
- Visual Context Effects in Web Surveys; 2005; Couper, M. P., Conrad, F. G., Tourangeau, R.
- Spacing, Position, and Order: Interpretive Heuristics for Visual Features of Survey Questions; 2004; Tourangeau, R., Conrad, F. G., Couper, M. P.
- Web Survey Design: Paging vs. Scrolling; 2004; Peytchev, A., Crawford, S. D., McCabe, S. E., Conrad, F. G., Couper, M. P.
- Use and non-use of clarification features in web surveys; 2003; Tourangeau, R., P., Couper, M. P., Conrad, F. G., Baker, R. P.
- What They See Is What We Get: Response Options for Web Surveys; 2003; Couper, M. P., Tourangeau, R., Conrad, F. G., Crawford, S. D.