Web Survey Bibliography
Title Some Influences of Visual Layout on Answers to Web Surveys
Author Dillman, D. A.
Year 2005
Access date 19.10.2005
Abstract It is now apparent that the visual layouts of web survey questions influence respondent answers. These influences extend across a variety of survey questions. In this presentation I will summarize results from a number of web survey experiments conducted at Washington State University during the past two years that have investigated the relative influence of various visual components of web survey questions. Three web studies were conducted in 2003 and 2004. They included 72 experiments, each of which involved 3-4 panels that were implemented on random samples of undergraduate students. A 2002 paper and 2004 telephone survey of the same general population provides context for the interpretation of the results. Earlier experiments were used as guides for the development of later experiments in the series. A variety of question formats and issues were investigated, including: labeling of scales, check-all vs. forced choice formats, grouping vs. no grouping of answer categories, varied spacing between answer categories, size of open-ended spaces, vertical vs. horizontal labeling of scales, effects of graphical symbolism, different scalar estimation formats. My purpose in this presentation will be to report major findings from across the experiments and their implications for the advancement of theory and research on how people comprehend questions and formulate answers to web surveys. Implications of the use of alternative visual formats for the conduct of mixed-mode surveys will also be mentioned.
Year of publication2005
Bibliographic typeConferences, workshops, tutorials, presentations
