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Design of Web Questionnaires: An Information Processing Perspective for the Effect of Response Categories

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Author Info

  • Toepoel, V.
  • Vis, C.M.
  • Das, J.W.M.
  • Soest, A.H.O. van

    (Tilburg University, Center for Economic Research)

Abstract

In this study we use an information-processing perspective to explore the impact of response scales on respondents answers in a web survey.This paper has four innovations compared to the existing literature: research is based on a different mode of administration (web), we use an open-ended format as a benchmark, four different question types are used, and the study is conducted on a representative sample of the population.We find strong effects of response scales.Questions requiring estimation strategies are more affected by the choice of response format than questions in which direct recall is used.Respondents with a low need for cognition and respondents with a low need to form opinions are more affected by the response categories than respondents with a high need for cognition and a high need to evaluate.The sensitivity to contextual clues is also significantly related to gender, age and education

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Bibliographic Info

Paper provided by Tilburg University, Center for Economic Research in its series Discussion Paper with number 2006-19.

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Date of creation: 2006
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Handle: RePEc:dgr:kubcen:200619

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Web page: http://center.uvt.nl

Related research

Keywords: web survey; questionnaire design; measurement error; context effects; response categories; need for cognition; need to evaluate;

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  1. Menon, Geeta & Raghubir, Priya & Schwarz, Norbert, 1995. " Behavioral Frequency Judgments: An Accessibility-Diagnosticity Framework," Journal of Consumer Research, University of Chicago Press, vol. 22(2), pages 212-28, September.
  2. Winter, Joachim, 0000. "Design effects in survey-based measures of household consumption," Sonderforschungsbereich 504 Publications 02-34, Sonderforschungsbereich 504, Universit├Ąt Mannheim & Sonderforschungsbereich 504, University of Mannheim.
  3. Lynch, John G, Jr & Chakravarti, Dipankar & Mitra, Anusree, 1991. " Contrast Effects in Consumer Judgments: Changes in Mental Representations or in the Anchoring of Rating Scales?," Journal of Consumer Research, University of Chicago Press, vol. 18(3), pages 284-97, December.
  4. Winter, Joachim, 0000. "Bracketing effects in categorized survey questions and the measurement of economic quantities," Sonderforschungsbereich 504 Publications 02-35, Sonderforschungsbereich 504, Universit├Ąt Mannheim & Sonderforschungsbereich 504, University of Mannheim.
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Cited by:
  1. Toepoel, V. & Das, J.W.M. & Soest, A.H.O. van, 2008. "Design Effects in Web Surveys: Comparing Trained and Fresh Respondents," Discussion Paper 2008-51, Tilburg University, Center for Economic Research.

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