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Activity Number:
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165
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Type:
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Contributed
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Date/Time:
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Monday, August 9, 2004 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Survey Research Methods
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| Abstract - #302083 |
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Title:
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Achieving the Connection between Usability and Advanced Visual Design Principles for Designing Establishment Surveys
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Author(s):
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Don A. Dillman*+ and Arina Gersteva
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Companies:
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Washington State University and Washington State University
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Address:
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133 Wilson Hall, Pullman, WA, 99164-4014,
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Keywords:
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visual layout ; establishment surveys ; usability ; survey
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Abstract:
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Published experimental evidence now exists that relatively simple changes in the visual layouts of questionnaires can significantly influence how respondents interpret and respond to items in self-administered questionnaires. However, past research has tended to emphasize relatively simple manipulations such as the addition of arrows such as linear vs. nonlinear layouts of answer categories. To date virtually no attempts have been made to apply more sophisticated or complex visual appearance concepts to redesigning self-administered questionnaires to ease the task of completion. Our purpose is to develop the relevance of several of these more advanced visual design concepts that go well beyond those available in the survey literature and demonstrate their applicability to designing self-administered establishment surveys that use matricies and other complicated response elements. A conceptual linkage is made between usability concepts developed by Donald Norman and their realization through the advanced visual design concepts discussed.
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