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

PSC In The News

RSS Feed icon

Buchmueller says employee wages are hit harder than corporate profits by rising health insurance costs

Davis-Kean et al. link children's self-perceptions to their math and reading achievement

Yang and Mahajan examine how hurricanes impact migration to the US

More News

Highlights

Pamela Smock elected to PAA Committee on Publications

Viewing the eclipse from ISR-Thompson

Paula Fomby to succeed Jennifer Barber as Associate Director of PSC

PSC community celebrates Violet Elder's retirement from PSC

More Highlights

Next Brown Bag

Mon, Sept 11, 2017, noon:
Welcoming of Postdoctoral Fellows: Angela Bruns, Karra Greenberg, Sarah Seelye and Emily Treleaven

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