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Context effects in Web surveys


Reips, U D (2002). Context effects in Web surveys. In: Batinic, B; Reips, U D; Bosnjak, M. Online Social Sciences. Seattle: Hogrefe & Huber, 69-80.

Abstract

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.

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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Additional indexing

Item Type:Book Section, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Psychology
Dewey Decimal Classification:150 Psychology
Language:English
Date:2002
Deposited On:22 Jul 2009 15:38
Last Modified:05 Apr 2016 13:17
Publisher:Hogrefe & Huber
ISBN:0-88937-257-8
Related URLs:https://biblio.unizh.ch/F/?local_base=UZH01&con_lng=GER&func=find-b&find_code=SYS&request=001599122
Permanent URL: http://doi.org/10.5167/uzh-19732

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