Handbook of Web Surveys. Jelke Bethlehem
by optimizing each questionnaire for corresponding mode (mode‐specific approach).
Another important sub‐step related to the questionnaire is Interactivity. A web process provides the opportunity for automatically interacting with the respondent. For example, pop‐up windows with a needed definition or other forms of metadata could appear. Some questions (one or more questions) are compulsory by design, meaning the blocking of the questionnaire's progress, until the questions are fulfilled (Example 3.2, Figure 3.3). Furthermore, the researcher could allow for going up and down throughout the questions or just a question‐by‐question (top‐down) approach. In this case, when going from one page of the questionnaire to the successive page, an error message is given, and the uncompleted question appears again. In some cases, activation of the automatic check is necessary, for example, if the question asks for a percentage composition, the answer check is during the compilation and an error message appears (Example 3.3, Figure 3.4). The error correction takes place before continuing the questionnaire compilation.
EXAMPLE 3.2 Compulsory question
In this case, the respondent is not allowed for skipping the answer to question 1.
An error message appears and the question is submitted again.
Figure 3.3 Error message for a compulsory question in the Nutrition & Health Survey
Interactivity provides advantages in the quality of the web or mobile web surveys by reducing imputation errors and item nonresponses (see Example 3.4). The desired degree of interactivity is guiding the questionnaire implementation, since more sophisticated interactivity actions are supported only from some specific programs.
EXAMPLE 3.3 Automatic control in web questionnaire
The question is asking for a percentage composition. Automatically is checked if the sum is equal to 100%.
Figure 3.4 Question asking for percentage: error message
EXAMPLE 3.4 Paper versus web: errors comparison
In the transition phase from paper to web for the business survey (structural business statistics [SBS] survey) conducted in Italy, errors in the paper and web questionnaire are compared. From Table 3.1, it is evident there is a general improvement in various types of errors: less need for checking (checks pending) in web data, a smaller average number of errors corrected, and fewer replacements.
Table 3.1 Types of detected errors by response mode (averages on total responses: SBS survey)
| Checks pending | Corrected errors | Replacements | |
|---|---|---|---|
| Paper | 0.89 | 4.74 | 4.89 |
| Web | 0.85 | 2.88 | 3.39 |
The third important sub‐step in questionnaire design is Visualization. This is a critical point in a web/mobile web survey. Colors, pictures, character formats, and the presence or absence of a progress bar are all factors affecting the interviewee's perception and could greatly improve or reduce response errors (response values elated to the interpretation of the content and of the questions, item nonresponses, decision to participate in the survey, etc.). Colors, for instance, affect the readability of the screen, possibly making completion less pleasant. Dark and highly contrasted colors are more difficult to read, as well as too hell colors. Formats and pictures have a different impact if presented on a PC screen rather than on a smartphone screen. On a small screen pictures are disturbing. Thus, the visual readability of the questionnaire is essential to enhance participation, not increase measurement errors (due to bad understanding of the questions or distraction due to not adequate—in the content and in the size—pictures).
In Designing the questionnaire, it is important considering that the questionnaire will be answered using different devices (desktop, laptop, tablet, smartphone) (see details in Chapter 5). The question with error message of Figure 3.5 shows how it looks like on a smartphone. If a mobile device accesses a website without a mobile version, the user will still be able to navigate the page. However, differences in screen size will usually require the user to perform gestures or scrolling in order to browse the content in its entirety. Therefore, if a smartphone accesses a nonmobile version of an online survey, then it is likely that the respondent will see only a portion of the content/question or question completion may require zooming first in order to select desired response. Some question types (e.g., multiple choice, lists) will not generally take advantage of the smartphone's native features. Peytchev and Hill (2010) reported the results for a series of experiments comparing various aspects of questionnaire design and layout, including horizontal scrolling, number of questions per screen, direction of response options, impact of embedded images, and the use of open‐ended options, among others, using a smartphone. Couper and Mavletova (2014) explore the effect of scrolling versus paging design on the break‐off rate, item nonresponse, and completion time in mobile web surveys. The scrolling design leads to significantly faster completion times, lower (though not statistically significant) break‐off rates, fewer technical problems, and higher subjective ratings of the questionnaire. In general, web/mobile web survey design display should be accurately adapted on mobile phones, netbooks, and tablets as they do on desktop and laptop computers. Let's say a mixed devices approach should be adopted. When the questionnaire design is completed and the paradata decided, the software or the selection of the programming language to implement the web questionnaire is undergone, and the digital version of the questionnaire (including paradata and metadata) is created.
Figure 3.5 Message for asking answer to a compulsory question: smartphone device
Following the implementation of the web questionnaire and the sample selection, the fourth main step of the survey process is the Collecting data. Conducting data collection implies sending the web questionnaire