conference programme book - European Survey Research ...

170Day 4Friday 22 July4.1 Usability of Web-Based Surveys ITo be held on July 22, 2011 from: 09:00 to 10:30, in room 315.Coordinated by: Emily Geisen - RTI Internaonal, United States4.1.1 Detecng the unconscious: Eye Tracking in pretesng quesonnairesS. Tries 11 Federal Stascal Office, GermanyFor several years, the Federal Stascal Office (FSO) has been working on the systemac implementaon ofquesonnaire tesng. A pretest laboratory was established in 2007 and complemented by an eye tracker in2009. Quesonnaires of online surveys are now increasingly evaluated by qualitave tesng methods andredesigned to reduce the burden for respondents and to increase data quality of official stascs.4.1.2 Usability tesng of market research quesonnairesA. Johnson 2 , R. Coombe 2 , C. Jarre 11 Effortmark Limited, United Kingdom; 2 Kantar Operaons, United KingdomKantar is one of the world’s largest insight, informaon and consultancy networks. One of its core tools isthe online market research quesonnaire administered to a panel of respondents. Ensuring that those respondentshave an enjoyable experience is a key Kantar objecve, and usability tesng with respondents hasgrown in its importance for driving improvements in the consumer experience of online surveys.Usability tesng to explore ways of asking quesons4.1.3 Image effects on online survey respondentsB. Marinica 11 University of Bucharest, RomaniaWEB surveys through online panels have become an important data collecon mode in survey research. AlthoughInternet is rapidly penetrang more and more households, online panels face a delicate problem, ofpanel arion as well as turning respondents into professionals. Consequently, online panel providers striveto reduce as much as possible these phenomena using different approaches: implemenng fraud deteconalgorithms (straight lining, digital fingerprinng), data quality modules, web layout enrichment (web designenhancements though using various HTML and web2.0 elements: background pictures, fonts& colors, dynamic web pages, etc). On one hand, all these together aim to detect bad respondents in orderto be excluded from further invites and on the other hand they strive to increase good respondent’s loyalty asmaking web quesonnaires more aracve to them...