Visual Design and Cognition in List-Style Open-Ended Questions in Web Probing

Abstract

Previous research reveals that the visual design of open-ended questions should match the response task so that respondents can infer the expected response format. Based on a web survey including specific probes in a list-style open-ended question format, we experimentally tested the effects of varying numbers of answer boxes on several indicators of response quality. Our results showed that using multiple small answer boxes instead of one large box had a positive impact on the number and variety of themes mentioned, as well as on the conciseness of responses to specific probes. We found no effect on the relevance of themes and the risk of item non-response. Based on our findings, we recommend using multiple small answer boxes instead of one large box to convey the expected response format and improve response quality in specific probes. This study makes a valuable contribution to the field of web probing, extends the concept of response quality in list-style open-ended questions, and provides a deeper understanding of how visual design features affect cognitive response processes in web surveys.