User-Friendliness of Answer Formats – An Empirical Comparison

Dolnicar, Sara and Grun, Bettina (2007) User-Friendliness of Answer Formats – An Empirical Comparison. Australasian Journal of Market and Social Research, 15 1: 19-27.

Author Dolnicar, Sara
Grun, Bettina
Title User-Friendliness of Answer Formats – An Empirical Comparison
Journal name Australasian Journal of Market and Social Research
ISSN 1832-7362
1837-7467
Publication date 2007
Year available 2007
Sub-type Article (original research)
Volume 15
Issue 1
Start page 19
End page 27
Total pages 9
Place of publication Glebe, NSW Australia
Publisher The Australian Market and Social Research Society
Collection year 2008
Language eng
Formatted abstract
Response rates in market research are dropping (Bednell &Shaw 2003; Hardy & Kotsomitis 2005). One way to address this problem is to make questionnaires more user-friendly. A key aspect of user-friendliness is the way in which respondents are asked to answer a question. Although much research has been undertaken in comparing reliability and validity of alternative answer formats, only very few studies have compared user-friendliness of answer formats. This study contributes to this field of research by conducting an empirical study comparing five different answer formats: binary (yes-no), 3-point, 7-point, continuous and percentage. Results indicate that the binary, 3-point and 7-point scales were preferred by respondents. These three answer formats were also perceived as equally pleasant and equally capable of capturing the respondents' opinions. The binary format required the least time to be administered.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Thu, 11 Apr 2013, 15:56:55 EST by Dr Kayleen Campbell on behalf of School of Tourism