Home > Publications . Search All . Browse All . Country . Browse PSC Pubs . PSC Report Series

PSC In The News

RSS Feed icon

Axinn says data show incidents of sexual assault start at 'very young age'

Miech on 'generational forgetting' about drug-use dangers

Impacts of H-1B visas: Lower prices and higher production - or lower wages and higher profits?

More News

Highlights

Call for papers: Conference on computational social science, April 2017, U-M

Sioban Harlow honored with 2017 Sarah Goddard Power Award for commitment to women's health

Post-doc fellowship in computational social science for summer or fall 2017, U-Penn

ICPSR Summer Program scholarships to support training in statistics, quantitative methods, research design, and data analysis

More Highlights

Next Brown Bag

Mon, Feb 13, 2017, noon:
Daniel Almirall, "Getting SMART about adaptive interventions"

Mick P. Couper photo

Visual context effects in web surveys

Publication Abstract

Couper, Mick P., Frederick G. Conrad, and Roger Tourangeau. 2007. "Visual context effects in web surveys." Public Opinion Quarterly, 71(4): 623-634.

There are many examples of context effects in survey measurement. Responses to survey questions can be shaped by the order of questions, the format of response options, the broader survey environment, and so on. For Web surveys, the inclusion of visual images is a trivial design issue, but may have consequences for the responses obtained because they change the visual context. We report a series of experiments examining how responses may be affected by the use of images in Web surveys. Specifically, we examine the effect that pictures of a healthy woman exercising versus a sick woman in a hospital bed have on self-rated health. We replicated the experiments in three different surveys, varying such factors as the size and placement of the image and the location of the question within the questionnaire. In general, we find that when exposed to a picture of a fit woman, respondents consistently rate their own health lower than when exposed to a picture of a sick woman.

DOI:10.1093/poq/nfm044 (Full Text)

Licensed Access Link

Browse | Search : All Pubs | Next