What they see is what we get - Response options for web surveys
What they see is what we get - Response options for web surveys
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DOI：
10.1177/0894439303256555
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发表时间：
2004-03-01
影响因子：
4.1
通讯作者：
Crawford, SD
中科院分区：
文献类型：
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作者：
Couper, MP;Tourangeau, R;Crawford, SD
网络调查设计者有几种可供选择的响应格式，但格式的选择通常很少考虑测量误差。作者实验性地探索了网络调查中使用的三种常见响应格式：一系列单选按钮，一个在受访者点击框之前最初不显示任何选项的下拉框，以及一个可滚动的下拉框，其中一些选项最初可见，要求受访者滚动以查看其余选项。作者颠倒了一半样本的回答选项的顺序。作者发现了反应顺序效应的证据，但更有力的证据表明，可见的反应选项更频繁地得到认可，这表明可见性可能是一个更强大的效果比网络调查中的首要地位。结果表明，网络调查中使用的回答格式确实影响受访者的选择。
Several alternative response formats are available to the web survey designer, but the choice of format is often made with little consideration of measurement error. The authors experimentally explore three common response formats used in web surveys: a series of radio buttons, a drop box with none of the options initially displayed until the respondent clicks on the box, and a scrollable drop box with some of the options initially visible, requiring the respondent to scroll to see the remainder of the options. The authors reversed the order of the response options for half the sample. The authors find evidence of response order effects but stronger evidence that visible response options are endorsed more frequently, suggesting that visibility may be a more powerful effect than primacy in web surveys. The results suggest that the response format used in web surveys does affect the choices made by respondents.