Permanent URL to this publication: http://dx.doi.org/10.5167/uzh-19732
Reips, U D (2002). Context effects in Web surveys. In: Batinic, B; Reips, U D; Bosnjak, M. Online Social Sciences. Seattle, 69-80. ISBN 0-88937-257-8.
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The quality of data collection on the Internet depends in part on potentially biasing surface characteristics of Web pages, such as pop-up menus. Also, answering behavior to survey questions is highly sensitive to cognitive contexts evoked by other survey questions. A Web experiment with two experimental phases is used to identify six potentially biasing factors. Manipulations of scale type, reading directionality, cursor entry position, question order, and – in contrast to findings from offline research – type of numerical labeling do not show effects. However, it is shown that it makes a difference whether survey questions are presented together on one Web page or separately on consecutive Web pages. Results are discussed with regard to general as well as online specific implications for the design of survey instruments and multiple response scales.
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|Item Type:||Book Section, refereed, original work|
|Communities & Collections:||06 Faculty of Arts > Institute of Psychology|
|Dewey Decimal Classification:||150 Psychology|
|Deposited On:||22 Jul 2009 15:38|
|Last Modified:||12 Apr 2012 03:31|
|Publisher:||Hogrefe & Huber|
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