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Design of Web Questionnaires : The Effect of Layout in Rating Scales

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  • Toepoel, V.

    (Tilburg University, School of Economics and Management)

  • Das, J.W.M.

    (Tilburg University, School of Economics and Management)

  • van Soest, A.H.O.

    (Tilburg University, School of Economics and Management)

Abstract

This article shows that respondents gain meaning from verbal cues (words) as well as nonverbal cues (layout; numbers) in a web survey. We manipulated the layout of a five-point rating scale in two experiments. In the first experiment, we compared answers for different presentations of the responses: in one column with separate rows for each answer (“linear”), in three columns and two rows (“nonlinear”) in various orders, and after adding numerical labels to each response option. Our results show significant differences between a linear and nonlinear layout of response options. In the second experiment we looked at effects of verbal, graphical, and numerical language. We compared two linear vertical layouts with reverse orderings (from positive to negative and from negative to positive), a horizontal layout, and layouts with various numerical labels (1 to 5, 5 to 1, and 2 to 22). We found effects of verbal and graphical language. The effect of numerical language was only apparent when the numbers 2 to 22 were added to the verbal labels. We also examined whether the effects of design vary with personal characteristics. Elderly respondents appeared to be more sensitive to verbal, graphical, and numerical language.
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Suggested Citation

  • Toepoel, V. & Das, J.W.M. & van Soest, A.H.O., 2006. "Design of Web Questionnaires : The Effect of Layout in Rating Scales," Other publications TiSEM 9401f6c5-0275-400e-ac97-c, Tilburg University, School of Economics and Management.
    • Handle: RePEc:tiu:tiutis:9401f6c5-0275-400e-ac97-c9692e7d3d56
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    1. Toepoel, V. & Dillman, D.A., 2008. "Words, Numbers and Visual Heuristics in Web Surveys : Is there a Hierarchy of Importance?," Discussion Paper 2008-92, Tilburg University, Center for Economic Research.
    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, February.
    3. Toepoel, V. & Dillman, D.A., 2008. "Words, Numbers and Visual Heuristics in Web Surveys : Is there a Hierarchy of Importance?," Other publications TiSEM 21fbcc01-3c5d-4942-b41c-7, Tilburg University, School of Economics and Management.
    4. Natacha Borgers & Dirk Sikkel & Joop Hox, 2004. "Response Effects in Surveys on Children and Adolescents: The Effect of Number of Response Options, Negative Wording, and Neutral Mid-Point," Quality & Quantity: International Journal of Methodology, Springer, vol. 38(1), pages 17-33, February.
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    Cited by:

    1. Toepoel, V. & Das, J.W.M. & van Soest, A.H.O., 2008. "Design Effects in Web Surveys : Comparing Trained and Fresh Respondents," Other publications TiSEM 4c8b40aa-7557-4844-9474-b, Tilburg University, School of Economics and Management.
    2. Toepoel, V. & Dillman, D.A., 2008. "Words, Numbers and Visual Heuristics in Web Surveys : Is there a Hierarchy of Importance?," Discussion Paper 2008-92, Tilburg University, Center for Economic Research.
    3. Brauner, Jacob, 2020. "Are Smileys Valid Answers? Survey Data Quality with Innovative Item Formats," SocArXiv dk9bc, Center for Open Science.
    4. Bart Buelens & Jan A. van den Brakel, 2015. "Measurement Error Calibration in Mixed-mode Sample Surveys," Sociological Methods & Research, , vol. 44(3), pages 391-426, August.
    5. Dana Garbarski & Nora Cate Schaeffer & Jennifer Dykema, 2019. "The Effects of Features of Survey Measurement on Self-Rated Health: Response Option Order and Scale Orientation," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 14(2), pages 545-560, April.
    6. Toepoel, V. & Dillman, D.A., 2008. "Words, Numbers and Visual Heuristics in Web Surveys : Is there a Hierarchy of Importance?," Other publications TiSEM 21fbcc01-3c5d-4942-b41c-7, Tilburg University, School of Economics and Management.
    7. Anna DeCastellarnau, 2018. "A classification of response scale characteristics that affect data quality: a literature review," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(4), pages 1523-1559, July.

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    More about this item

    JEL classification:

    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments

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