The influence of web-based questionnaire presentation variations on survey cooperation and perceptions of survey quality

The Internet can be an excellent medium for many survey research applications. Webbased survey systems can administer and process large numbers of surveys typically for a substantially lower cost than traditional survey modes. This survey method is becoming increasingly popular, yet the empirical research to guide web survey designers is still young. Understanding what motivates potential respondents to cooperate with a request for online survey participation is one of the areas of research that will inform web-based questionnaire design principles and guide the practice of creating and administering these surveys. Research in this area is relatively new compared to the decades of research on gaining cooperation for more traditional survey modes. This study is intended to contribute to the emerging empirically-based theory about web-based survey respondents’ behavior. We look at factors that have been found to influence response rates in traditional survey modes and examine their effect in the web-based mode. We examine use of color and graphics, various item response option formats, government sponsorship identification and suggested time needed to complete the survey as possibly influential characteristics for online survey cooperation. The respondents’ perceptions of the survey’s quality are also compared across these variable conditions.

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