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）：全球网络作为调查数据收集的工具的快速接受提出了有关新方法如何工作的重要问题。网络调查的关键特征包括使用丰富的问题​​的视觉呈现以及与受访者的互动能力。网络的快速增长使对这些问题的仔细检查更加紧迫。即使使用较早的模式也彻底探索了一组功能，并且Web为视觉显示提供了广泛增加的资源（Web问卷可以很容易地合并静止图片或视频剪辑）和交互（例如，浮动屏幕和滚动以获取定义的帮助）。我们的应用程序概述了一系列研究，旨在解决有关这些问题的关键问题。研究重点是网络调查，但我们认为结果将推广到依赖视觉呈现或结合交互式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Web问卷中的视觉提示。这些研究检验了一般主张，即提出问题的偶然特征（例如，响应选项的间距，分配给不同响应选项的颜色）可能会引起有关其含义的意外推论。这些研究测试了从理论框架中得出的预测，该预测假设受访者使用简单的解释性启发式方法将意义分配给问题的视觉特征。接下来的两个实验检查了将图像作为问题的补充的效果。图像必然是具体的，实验6检验了以下假设：这种具体性可能会导致受访者在伴随图像时更狭窄地解释问题。实验7测试了图像中描述的项目可以作为受访者判断的比较标准的想法。同样，这些研究的结果将导致有关使用图像作为言语问题的辅助所涉及的危险的实用准则。最后一系列研究研究了受访者何时可能利用问卷的交互作用。这些实验检验了三个一般假设。受访者更有可能在1）易于获取信息时进行交互式提供信息，2）显然有帮助，3）受访者有高度动力寻求帮助。这六个实验将对吸引受访者使用可以产生更好的调查数据的功能的方法有更好的理解。