Many of the guidelines for layout of paper questionnaires apply to Internet questionnaires.
Graphical User Interface (GUI) software
allows the researcher to control the background, colors, fonts, and other
visual features displayed on the computer screen. It allows respondents to
click on what they want rather than having to type answers or codes.
Web publishing software,
such as WebSurveyor, FrontPage or Netscape Composer, is used to format the
questionnaire. Advantages: eassier,
faster, friendlier, and more functionality beyond word processors. Many can publish surveys to the Internet and
retrieve responses automatically into their own data analysis programs and
export raw data to other software packages such as SPSS for statistical
analysis. However, several features of a
respondent’s computer may influence the appearance of an Internet
questionnaire. For example, a respondent’s for screen configuration might
result in questions that are not fully visible on the respondent’s screen,
misaligned text, etc.
1. Will the questionnaire
will appear page-by-page, showing
individual questions on single screens (web pages), or on a single,
continuously-scrolling scrolling basis with
the entire questionnaire appearing on a one screen (web page). Most surveys use continuous scrolling.
Page-by-page greatly facilitates skip
patterns based on filter questions.
However, if users need to refer to previous question on a prior page
they are unable to do so.
The scrolling
layout gives the respondent the
ability to scroll down to read any portion of the questionnaire at any
time. However, avoiding the problems
associated with splitting questions and response categories may be difficult. Also, users don’t usually like to
scroll. When a scrolling questionnaire
is long, using multiple category or section headings is helpful. Provide appropriate links to allow users to
go to the top and bottom parts of each section, enabling the respondent to
navigate through the questionnaire more easily than having to scroll through
the entire document.
2. Whether a page-by-page or
scrolling format is utilized, push
buttons with labels should clearly describe the
actions to be taken. (For example, if the respondent needs to go to the next
page a large arrow labeled “NEXT” might appear in color at the bottom of a
screen.)
3. Regarding the use of
color, graphics, animation, sound, etc., a problem is that many respondents’
computers are not powerful enough to have complex features delivered at a
satisfactory speed, if at all. For example, using a textured background,
colored headings, and small graphics can make a questionnaire becomes more
interesting and appealing, but they may present problems for respondents with
older computers and/or low bandwidth Internet connections.
4. Use a status bar as a visual indicator of
what portion of the survey the respondent has completed and hence of
questionnaire length. This increases the likelihood that the respondent will
finish the entire sequence of questions.
5. Use radio buttons for fixed alternative questions. These are like push buttons on automobile
radios; clicking on an alternative response deactivates the first choice and
replaces it with the new response. They
are clearer and easier for respondents than drop-down boxes.
6. Use drop-down boxes, as space saving devices to provide a list of
responses that are hidden from view. Initially a general statement, perhaps
“please select” or “click here” is shown. Clicking on a down-facing arrow makes
the full range of choices appear. (If
the first choice in a list, such as “strongly agree”, is shown with other
responses hidden, the researcher is increasing his or her chances that response
bias will occur) Drop-down boxes may
present a problem for individuals with minimal computer skills (compared to
radio buttons), but they shorten the length of the viewable survey.
7. Checklist questions may
be placed in a check box – a smallb
box next to an answer that a erspondent clicks on to
choose that answer; tyically, a check mark or “X” appears in the clicked
box.
8. Open-ended boxes require respondents type enter text for open-ended
questions. Open-ended boxes may be designed as One line Text Boxes or Scrolling
Text Boxes depending on the breadth of the expected answer..
9. Pop-up boxes are message boxes that can be used to provide
highlighted information or insrtuctions. For example, pop-up boxes may be use
to provide a privacy statement.
10. Interactive layouts
can be designed. Internet software
allows questioning to branch off into two or more different lines depending on
each respondent’s answer to skip or filtered questions Most of these programs
have hidden skip logic so respondents
never see any evidence of skips.
Software can systematically
or randomly manipulated the question a respondent see.
Variable piping software allows
variables, such as answers from previous questions, to be inserted into
unfolding questions. Other software can randomly rotate questions, blocks of
questions, and response alternative order from respondent to respondent.
Error trapping software can be used to control the questionnaire flow. Respondents can be blocked from backing up,
or can be allowed to stop mid-questionnaire and come back later to finish. If
the respondent fails to answer a question, or answers it with an incorrect type
of response, an immediate error message appears.
With forced answering software, respondents cannot skip questions --the
program will not let them continue if they fail to answer a question. The software may insert a bold-faced error
message on the question screen or insert a pop-up box instructing the
respondent how to continue.
Some research suppliers offer interactive help desks to solve problems that might be encounter in completing a questionnaire.