Design of Web Questionnaires

The Effect of Layout in Rating Scales

Research output: Working paperDiscussion paperOther research output

386 Downloads (Pure)

Abstract

This article shows that respondents gain meaning from visual cues in a web survey as well as from verbal cues (words).We manipulated the layout of a five point rating scale using verbal, graphical, numerical, and symbolic language. This paper extends the existing literature in four directions: (1) all languages (verbal, graphical, numeric, and symbolic) are individually manipulated on the same rating scale, (2) a heterogeneous sample is used, (3) in which way personal characteristics and a respondent's need to think and evaluate account for variance in survey responding is analyzed, and (4) a web survey is used.Our experiments show differences due to verbal and graphical language but no effects of numeric or symbolic language are found.Respondents with a high need for cognition and a high need to evaluate are affected more by layout than respondents with a low need to think or evaluate.Furthermore, men, the elderly, and the highly educated are the most sensible for layout effects.
Original languageEnglish
Place of PublicationTilburg
PublisherEconometrics
Number of pages36
Volume2006-30
Publication statusPublished - 2006

Publication series

NameCentER Discussion Paper
Volume2006-30

Fingerprint

Experiments

Keywords

  • web survey
  • questionnaire lay out
  • context effects
  • need for cognition
  • need to evaluate

Cite this

Toepoel, V., Das, J. W. M., & van Soest, A. H. O. (2006). Design of Web Questionnaires: The Effect of Layout in Rating Scales. (CentER Discussion Paper; Vol. 2006-30). Tilburg: Econometrics.
Toepoel, V. ; Das, J.W.M. ; van Soest, A.H.O. / Design of Web Questionnaires : The Effect of Layout in Rating Scales. Tilburg : Econometrics, 2006. (CentER Discussion Paper).
@techreport{9401f6c50275400eac97c9692e7d3d56,
title = "Design of Web Questionnaires: The Effect of Layout in Rating Scales",
abstract = "This article shows that respondents gain meaning from visual cues in a web survey as well as from verbal cues (words).We manipulated the layout of a five point rating scale using verbal, graphical, numerical, and symbolic language. This paper extends the existing literature in four directions: (1) all languages (verbal, graphical, numeric, and symbolic) are individually manipulated on the same rating scale, (2) a heterogeneous sample is used, (3) in which way personal characteristics and a respondent's need to think and evaluate account for variance in survey responding is analyzed, and (4) a web survey is used.Our experiments show differences due to verbal and graphical language but no effects of numeric or symbolic language are found.Respondents with a high need for cognition and a high need to evaluate are affected more by layout than respondents with a low need to think or evaluate.Furthermore, men, the elderly, and the highly educated are the most sensible for layout effects.",
keywords = "web survey, questionnaire lay out, context effects, need for cognition, need to evaluate",
author = "V. Toepoel and J.W.M. Das and {van Soest}, A.H.O.",
note = "Subsequently published in Journal of Official Statistics, 2009 Pagination: 36",
year = "2006",
language = "English",
volume = "2006-30",
series = "CentER Discussion Paper",
publisher = "Econometrics",
type = "WorkingPaper",
institution = "Econometrics",

}

Toepoel, V, Das, JWM & van Soest, AHO 2006 'Design of Web Questionnaires: The Effect of Layout in Rating Scales' CentER Discussion Paper, vol. 2006-30, Econometrics, Tilburg.

Design of Web Questionnaires : The Effect of Layout in Rating Scales. / Toepoel, V.; Das, J.W.M.; van Soest, A.H.O.

Tilburg : Econometrics, 2006. (CentER Discussion Paper; Vol. 2006-30).

Research output: Working paperDiscussion paperOther research output

TY - UNPB

T1 - Design of Web Questionnaires

T2 - The Effect of Layout in Rating Scales

AU - Toepoel, V.

AU - Das, J.W.M.

AU - van Soest, A.H.O.

N1 - Subsequently published in Journal of Official Statistics, 2009 Pagination: 36

PY - 2006

Y1 - 2006

N2 - This article shows that respondents gain meaning from visual cues in a web survey as well as from verbal cues (words).We manipulated the layout of a five point rating scale using verbal, graphical, numerical, and symbolic language. This paper extends the existing literature in four directions: (1) all languages (verbal, graphical, numeric, and symbolic) are individually manipulated on the same rating scale, (2) a heterogeneous sample is used, (3) in which way personal characteristics and a respondent's need to think and evaluate account for variance in survey responding is analyzed, and (4) a web survey is used.Our experiments show differences due to verbal and graphical language but no effects of numeric or symbolic language are found.Respondents with a high need for cognition and a high need to evaluate are affected more by layout than respondents with a low need to think or evaluate.Furthermore, men, the elderly, and the highly educated are the most sensible for layout effects.

AB - This article shows that respondents gain meaning from visual cues in a web survey as well as from verbal cues (words).We manipulated the layout of a five point rating scale using verbal, graphical, numerical, and symbolic language. This paper extends the existing literature in four directions: (1) all languages (verbal, graphical, numeric, and symbolic) are individually manipulated on the same rating scale, (2) a heterogeneous sample is used, (3) in which way personal characteristics and a respondent's need to think and evaluate account for variance in survey responding is analyzed, and (4) a web survey is used.Our experiments show differences due to verbal and graphical language but no effects of numeric or symbolic language are found.Respondents with a high need for cognition and a high need to evaluate are affected more by layout than respondents with a low need to think or evaluate.Furthermore, men, the elderly, and the highly educated are the most sensible for layout effects.

KW - web survey

KW - questionnaire lay out

KW - context effects

KW - need for cognition

KW - need to evaluate

M3 - Discussion paper

VL - 2006-30

T3 - CentER Discussion Paper

BT - Design of Web Questionnaires

PB - Econometrics

CY - Tilburg

ER -

Toepoel V, Das JWM, van Soest AHO. Design of Web Questionnaires: The Effect of Layout in Rating Scales. Tilburg: Econometrics. 2006. (CentER Discussion Paper).