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Title:Effects of visual and aural communication of categorical response options on answers to survey questions PDF Logo
Authors:Lynn, Peter
Hope, Steven
Jäckle, Annette
Campanelli, Pamela
Nicolaas, Gerry
Issue Date:2012
Series/Report no.:ISER Working Paper Series 2012-21
Abstract:Whether questions and answers are transmitted between interviewer and respondent by visual or aural communication can affect the responses given. We hypothesise that communication channel can affect either the respondent's understanding of the question or the tendency to satisfice. These effects may be mediated by the cognitive ability and motivation of the respondent and by the type and difficulty of the question. We test our hypotheses using data from a large-scale controlled experiment. We find support for the notion that visual presentation improves understanding of the question and reduces the tendency to satisfice. We also find that effects are stronger for respondents of higher cognitive ability and for motivated respondents.
Subjects:cognitive ability
end-labelled scales
primacy effect
recency effect
respondent motivation
response order
satisficing
JEL:C81
C83
Document Type:Working Paper
Appears in Collections:ISER Working Paper Series, Institute for Social and Economic Research (ISER), University of Essex

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