Grid or matrix questions (in which a set of items sharing the same response options are presented in grid or tabular form) are common in Web surveys, despite research evidence of potential problems including higher breakoff rates, more item missing data and more straightlining or satisficing. With the increasing use of mobile devices (especially smartphones) by survey respondents, concerns about grids are again being raised. Several researchers have argued for the avoidance of grids for smartphone users, and many software vendors now optimize for smartphones by automatically turning grids into item-by-item scrolling questions (or other alternatives). Such design decisions are largely not based on research evidence. In this presentation I will review the evidence for and against grids on smartphones, and present the results of a quasi-experimental design comparing grid versus item-by-item formats among PC and smartphone users.
Presented by:
Mick Couper, University of Michigan
Date & time:
December 5, 2016 4:00 pm - December 5, 2016 6:00 pm
Venue:
2N2.4.16
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