Abstract #300482

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JSM 2003 Abstract #300482
Activity Number: 397
Type: Invited
Date/Time: Wednesday, August 6, 2003 : 2:00 PM to 3:50 PM
Sponsor: Section on Survey Research Methods
Abstract - #300482
Title: Visual Aspects of Web Survey Design
Author(s): Mick P. Couper*+ and Roger E. Tourangeau and Frederick Conrad
Companies: University of Michigan and University of Maryland and University of Michigan
Address: 3193 Lakewood Dr., Ann Arbor, MI, 48103-2041,
Keywords: internet ; web surveys ; measurement error ; visual design
Abstract:

The internet offers many opportunities for innovative design of survey instruments, one of which is the rich visual medium that the web offers for instrument design, including color, shapes, and patterns, as well as the use of graphics and photographs. These may change the survey experience, with potential implications for measurement error. They may also enhance motivation and increase respondent enjoyment of the survey; they may facilitate the respondent's task of understanding and responding to the question; and they may permit new types of measurement. However, they may also distract respondents from the task of completing the survey; they may focus attention on one part of the task to the detriment of others; and they may convey unintended meaning. We will report on a series of experiments in which we explore the possible effect of a variety of visual enhancements on the responses provided in web surveys. These include studies on the content and placement of photographs, and the effect of color shape and other graphic elements on responses. We will present the results of studies completed to date and discuss their implications for survey design.

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