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Web Survey Bibliography

Title Deep impact or no impact, evaluating opportunities for a new question type: Statement allocation on importance-performance-grid
Source General Research Conference (GOR) 2015
Year 2015
Access date 15.07.2015

PDF (1,17MB)


Relevance & Research Question: Standardized grid question types in online questionnaires can be regarded as the backbone of modern quantitative research. Grid questions allow comparability among different survey waves. Furthermore, it is well proven that varying the way by which grid questions are displayed strongly affects response behavior. Despite its importance in everyday research, this type of questions is lacking the ability of taking full advantage from the opportunities the web currently offers, such as using media elements to express opinions or visualizing certain aspects e.g. by using pictures. Against this background, the authors will explore an innovative approach of the importance-performance-analysis (IPA) whereby respondents are able to position particular customer satisfaction aspects directly on a grid which is divided into four so called action areas: “concentrate here”, “keep up the good work”, “low priority” and “possible overkill”. We will assess whether this approach allows identifying critical performance factors as already known from the traditional IPA. Benefits of this approach could be increasing respondent engagement, time savings and a more distinct prioritization of aspects. Pitfalls like a lack of comprehensibility and satisfaction patterns need to be considered to assess future usage of this approach.

Methods & Data: The authors conducted a customer satisfaction survey via an Online-Access-Panel, applying a split-half-design to examine effects of this new grid replacing question type. Respondents were assigned at random to rate their customer satisfaction statements, either using the traditional Importance-Performance-Analysis (IPA), or the new approach explained above, whereby statements are directly assigned to the 4 field grid. A comparison of both designs will reveal differences among satisfaction and importance ratings. Analysis will also assess the comprehensibility of the grid approach while differences of the interview duration and respondent engagement are being examined as well.

Results: Available by the end of January.

Added Value: The authors will show to what extent a direct assignment of the customer satisfaction statements on the IPA grid can be considered as comprehensible and valid for the purpose of analyzing effects of customer satisfaction, highlighting possible advantages and potential risks, ultimately concluding whether future usage is reasonable and beneficial.

Year of publication2015
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography (4086)