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Words, Numbers and Visual Heuristics in Web Surveys: Is there a Hierarchy of Importance?

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Author Info
Toepoel, V.
Dillman, D.A. (Tilburg University, Center for Economic Research)
Abstract

In interpreting questions, respondents extract meaning from how the information in a questionnaire is shaped, spaced, and shaded. This makes it important to pay close attention to the arrangement of visual information on a questionnaire. Respondents follow simple heuristics in interpreting the visual features of questions. We carried out five experiments to investigate how the effect of visual heuristics affected the answers to survey questions. We varied verbal, numerical, and other visual cues such as color. In some instances the use of words helps overcome visual layout effects. In at least one instance, a fundamental difference in visual layout (violating the 'left and top means first' heuristic) influenced answers on top of word labels. This suggests that both visual and verbal languages are important. Yet sometimes one can override the other. To reduce the effect of visual cues, it is better to use fully labeled scales in survey questions.

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Paper provided by Tilburg University, Center for Economic Research in its series Discussion Paper with number 2008-92.

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Date of creation: 2008
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Handle: RePEc:dgr:kubcen:200892

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Find related papers by JEL classification:
C42 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Survey Methods
C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Microeconomic Data
C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments

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  1. Toepoel, Vera & Das, Marcel & Soest, Arthur van, 2006. "Design of web questionnaires : the effect of layout in rating scales," Discussion Paper 30, Tilburg University, Center for Economic Research. [Downloadable!]
  2. Elisabeth Deutskens & Ko de Ruyter & Martin Wetzels & Paul Oosterveld, 2004. "Response Rate and Response Quality of Internet-Based Surveys: An Experimental Study," Marketing Letters, Springer, vol. 15(1), pages 21-36, 02. [Downloadable!]
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