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Evaluating the influence of visual analogue scales on response behavior
Frederik Funke & Ulf-Dietrich Reips
Paper presented at the 37th annual conference of the
Society for Computers in Psychology (SCiP)
November 15, 2007 in Long Beach, CA (USA)
Abstract
In the present paper we report empirical data from experiments that examine the impact of
visual analogue scales (VAS) and categorical scales on response behavior in self-
administered Web questionnaires. In a split ballot design respondents were randomized to
either a questionnaire with VAS or to 7-point radio button scales. We examine the following
response behaviors and effects as indicators of previously discussed cognitive processes
(Sudman, Bradburn, & Schwarz, 1996) that may precede a response: dropout, question
order effects (assimilation and contrast effects), item nonresponse, satisficing behavior and
response latency. Impact of format on data quality is discussed.
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