Couper Mick P, Tourangeau Roger, Conrad Frederick G, Zhang Chan
Survey Research Center, University of Michigan ; Joint Program in Survey Methodology.
Westat.
Soc Sci Comput Rev. 2013 Jun;31(3):322-345. doi: 10.1177/0894439312469865.
Grid or matrix questions are associated with a number of problems in Web surveys. In this paper, we present results from two experiments testing the design of grid questions to reduce breakoffs, missing data, and satisficing. The first examines dynamic elements to help guide respondent through the grid, and on splitting a larger grid into component pieces. The second manipulates the visual complexity of the grid and on simplifying the grid. We find that using dynamic feedback to guide respondents through a multi-question grid helps reduce missing data. Splitting the grids into component questions further reduces missing data and motivated underreporting. The visual complexity of the grid appeared to have little effect on performance.
网格或矩阵问题在网络调查中存在诸多问题。在本文中，我们展示了两项实验的结果，这些实验测试了网格问题的设计，以减少中断、缺失数据和满足性作答。第一项实验研究了动态元素，以帮助引导受访者完成网格，并将较大的网格拆分为多个组成部分。第二项实验则对网格的视觉复杂性进行了操控，并简化了网格。我们发现，使用动态反馈来引导受访者完成多问题网格有助于减少缺失数据。将网格拆分为多个组成问题可进一步减少缺失数据，并减少有意少报的情况。网格的视觉复杂性似乎对表现影响不大。
