Visual & Interactive Issues in the Design of Web Surveys

视觉的

• 批准号: 6629976
• 负责人: ROGER E TOURANGEAU
• 金额: $ 20.59万
• 依托单位: UNIVERSITY OF MICHIGAN AT ANN ARBOR
• 依托单位国家: 美国
• 财政年份: 2003
• 资助国家: 美国
• 起止时间: 2003-05-01 至 2006-04-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/6629976
• 关键词: Internet; artificial intelligence; attitude; behavior prediction; behavior test; behavioral /social science research tag; clinical research; computer human interaction; cues; data collection methodology /evaluation; human subject; imagery; interactive multimedia; mathematics; population survey; questionnaires; space perception; visual perception

DESCRIPTION (provided by applicant): The rapid acceptance of the Worldwide Web as a vehicle for survey data collection raises important questions about how the new method works. Key features of Web surveys include the use of rich visual presentation of questions and the capability of interaction with the respondent. The rapid growth of the Web makes a close examination of these issues even more urgent. Neither set of features has been explored thoroughly even with earlier modes and the Web offers widely increased resources for both visual display (Web questionnaires can readily incorporate still pictures or video clips) and interaction (such as, floating screens and scrolling for help with definitions). Our application outlines a set of studies designed to address key questions about these issues. The studies focus on Web surveys, but we believe that the results would generalize to other modes of data collection that rely on visual presentation or incorporate interactive design features. Experiments 1-5 examine how respondents interpret the visual cues in Web questionnaires. These studies test the general proposition that incidental features of the presentation of the questions (for example, the spacing of the response options, the color assigned to different response options) can give rise to unintended inferences about their meaning. These studies test predictions derived from a theoretical framework that assumes respondents use simple interpretive heuristics to assign meaning to visual features of the questions. The next two experiments examine the effects of including images as a supplement to the text of the question. Images are necessarily concrete, and Experiment 6 tests the hypothesis that this concreteness may lead respondents to interpret the questions more narrowly when they are accompanied by images. Experiment 7 tests the idea that the item depicted in an image may serve as a standard of comparison for respondents' judgments. Again, the results of these studies will lead to practical guidelines about the dangers involved in using images as an adjunct to verbal questions. The final series of studies examines when respondents are likely to take advantage of interactive features of a questionnaire. These experiments test three general hypotheses; respondents are more likely to utilize the information available to them interactively when 1) the information is easy to obtain, 2) it is clearly helpful, and 3) respondents are highly motivated to seek help. These six experiments would yield a better understanding of methods for getting respondents to use features that could yield better survey data.

描述（由申请人提供）：万维网作为调查数据收集工具的迅速接受提出了关于新方法如何运作的重要问题。网络调查的主要特点包括使用丰富的视觉呈现问题以及与受访者互动的能力。网络的快速发展使得对这些问题的仔细研究变得更加紧迫。即使在早期的模式下，这两组功能都没有得到彻底的探索，并且网络为视觉显示（网络调查问卷可以轻松地合并静态图片或视频剪辑）和交互（例如浮动屏幕和滚动以帮助定义）提供了广泛增加的资源。我们的申请概述了一系列旨在解决有关这些问题的关键问题的研究。这些研究侧重于网络调查，但我们相信结果将推广到依赖视觉呈现或结合交互设计功能的其他数据收集模式。 实验 1-5 检查受访者如何解释网络问卷中的视觉线索。这些研究测试了这样一个普遍命题：问题呈现的附带特征（例如，回答选项的间距、分配给不同回答选项的颜色）可能会引起对其含义的无意推论。这些研究测试了从理论框架得出的预测，该理论框架假设受访者使用简单的解释启发法来为问题的视觉特征赋予含义。接下来的两个实验检查了将图像作为问题文本补充的效果。图像必然是具体的，实验 6 检验了这样的假设：当附有图像时，这种具体性可能会导致受访者对问题的解释更加狭隘。实验7测试了图像中描绘的项目可以作为受访者判断的比较标准的想法。同样，这些研究的结果将为有关使用图像作为口头问题的辅助手段所涉及的危险提供实用指南。最后一系列研究考察了受访者何时可能利用问卷的互动功能。这些实验检验了三个一般假设；当 1) 信息易于获取，2) 明显有帮助，3) 受访者寻求帮助的积极性很高时，受访者更有可能以交互方式利用可用的信息。这六个实验将更好地理解让受访者使用可以产生更好的调查数据的功能的方法。