Web Survey Bibliography

Title Evaluating the Effects of Visual Analog Scales: A Web Experiment
Author Singer, E., Tourangeau, R., Conrad, F. G., Couper, M. P.
Source RC33 6th International Conference on Social Science Methodology: Recent Developments and Applications in Social Research Methodology, 2004
Year 2004
Access date 14.09.2004
Abstract While the virtues of the visual analog scale (VAS) are often lauded for fine-grained measurement, these are rarely used in practice because of operational difficulties. However, computerized self-administered instruments such as Web surveys permit the use of continuous input devices such as visual analog scales or slider bars. Such tools may be particularly helpful in the measurement of concepts using bipolar ratings, which are sometimes hard to convey with numbered or labeled scales. For example, we are asking respondents to judge the extent to which certain behaviors or attributes are genetically or environmentally determined. Thus, saying that a particular behavior is 35% genetically determined implies that it is 65% environmentally determined, and so on. Interactive slider bars that provide continuous feedback may be best for such types of measures. In an effort to understand the utility of this approach, we conducted an experiment in a recent Web survey of over 2700 respondents. We contrasted several different approaches, including 1) two versions of a VAS, one with scale numbers and continuous feedback, i.e. the numbers displayed change as the slider is moved, the other without numbers or feedback, 2) four versions of a series of radio buttons, crossing the presence or absence of scale numbers with the presence or absence of a midpoint (yielding a 21 or 20-point scale), and 3) two versions with the scale presented visually (with and without a midpoint) but requiring the respondent to type in a number rather than choose a point on the scale. Respondents were randomly assigned to one of these versions, and each was asked a series of 8 questions using these scales. We will use a variety of method to explore the relative effectiveness of these alternative measures for eliciting attitudes on a bipolar continuum.
Year of publication2004
Bibliographic typeConferences, workshops, tutorials, presentations
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Web Survey Bibliography - Conrad, F. G. (70)

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