A Practical Learning About Online Research

Attribute Rating Scale Type Effects

Allen Hogg
Burke Interactive
and
Jaci Jarrett Masztal
Burke Strategic Consulting Group

 

Introduction

The impetus for this paper arises out of a real question posed by a high-technology client. Burke was preparing a Web survey for this client in which respondents would be asked to provide ratings of a number of attributes on a numerical scale. Burke's default approach to this situation had been to design the Web screen to look approximately like a paper questionnaire – using 'radio buttons' stretched horizontally across the much like circles to be filled in might be stretched along a printed survey instrument.

This general approach is a common one advocated by, among others, survey construction guru Don Dillman (2000), whose 'Principles for Constructing Web Surveys' includes the commandment, 'Present each question in a conventional format similar to that normally used on paper self-administered questionnaires.' (p. 379)