Display of battery items in web and mail surveys: Grids versus item-by-item and radio versus wide buttons

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2023-10-28 DOI:10.1177/14707853231210223
Kristen Olson, Jolene D Smyth, Angelica Phillips
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Abstract

How to display questions that are part of a battery in self-administered surveys is an important decision. Battery items may be displayed in a grid in a mail survey or computer web survey, but are often displayed as individual items on mobile devices. Although past research has compared grids to item-by-item displays in computer and mobile web surveys, almost no work has compared these displays in mail surveys. Additionally, many web survey templates use wide rectangular buttons to select response options in individual items using a mobile-optimized design, different from the standard round answer space format typically used in mail surveys. In this study, we experimentally test grid versus item-by-item displays and round radio buttons versus wide rectangular buttons for battery items in a probability-based general population mixed-mode mail + web survey of adults in Nebraska. Consistent with past research, we find that item-by-item displays reduce straightlining rates compared to grid designs. We also find that respondents are less likely to select the last two response categories in the item-by-item displays than in the grid displays. Smartphone and computer web respondents have higher item nonresponse rates than mail respondents, and web respondents have lower straightlining rates than mail respondents, accounting for respondent characteristics. Reassuringly, there is no difference in data quality outcomes across radio button versus wide button formats. These findings replicate past research that item-by-item displays reduce straightlining but may shift answer categories. These findings suggest that questionnaire designers can combine round radio button answer spaces on mail surveys with wide buttons on web surveys on battery items with little difference in data quality.
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在网络和邮件调查中显示电池项目:网格vs逐项,无线电vs宽按钮
如何在自我管理调查中显示问题是一个重要的决定。在邮件调查或计算机网络调查中,电池项目可能显示在网格中,但在移动设备上通常显示为单个项目。尽管过去的研究将网格与计算机和移动网络调查中的逐项显示进行了比较,但几乎没有研究将这些显示与邮件调查进行了比较。此外,许多网络调查模板使用宽矩形按钮来选择单个项目的回答选项,使用移动优化设计,不同于通常在邮件调查中使用的标准圆形回答空间格式。在这项研究中,我们对内布拉斯加州成年人进行了基于概率的一般人群混合模式邮件+网络调查,实验测试了网格与逐项显示,圆形单选按钮与宽矩形按钮的电池项目。与过去的研究一致,我们发现与网格设计相比,逐项显示降低了直线率。我们还发现,与网格显示相比,受访者在逐项显示中选择最后两个响应类别的可能性更小。智能手机和电脑网络受访者的项目不回复率高于邮件受访者,而网络受访者的直言率低于邮件受访者,这说明了受访者的特点。令人放心的是,单选按钮与宽按钮格式之间的数据质量结果没有差异。这些发现重复了过去的研究,即逐项显示减少了简单性,但可能会改变答案类别。这些发现表明,问卷设计者可以将邮件调查中的圆形单选按钮与网络调查中关于电池项目的宽按钮结合起来,数据质量几乎没有差异。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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