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Web Survey Bibliography

Title The Effects of Pictorial vs. Verbal Examples on Survey Responses
Year 2016
Access date 09.06.2016
Web surveys make it earlier to present images to the respondents than other modes of data collection. A few studies have examined the use of pictorial examples in Web surveys and found that the characteristic of the exemplars (e.g., their frequency or typicality) has an impact on the responses that are collected (e.g., Couper, Tourangeau, and Kenyon, 2004; Tourangeau, Conrad, Couper, and Ye, 2014). Tourangeau et al. (2014) compared visual examples with pictorial examples and found that respondents tended to report more foods consumption when they got verbal examples than when they got pictorial examples. The finding suggests that the pictures may narrow the interpretation of the category of interest. However, the findings also suggested that respondents are more likely to attend to the pictorial examples than to verbal examples. However, no direct evidence of respondent attention was collected to support either argument. Using eye-tracking, the current study compared verbal examples with pictorial examples in a lab setting to examine whether respondents attend to pictures more than words,whether items with verbal examples require more effort to answer than those with pictorial examples, and how the processing of items change over time. To address these research questions, we will examine differences in mean number of fixations and the mean duration for items with pictorial examples and verbal examples. The number of fixation is related to the amount of information that a respondent is processing, while the duration of fixations is related to the amount of difficulty that the respondent is having (Ares et al., 2014). The same food consumption questions with examples used in Tourangeau et al. (2014) will be used in current study.
Year of publication2016
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography - The American Association for Public Opinion Research (AAPOR) 71st Annual Conference, 2016 (107)