Drop-down, radio buttons, or fill-in-the-blank?

Jaci Jarret Masztal and Allen Hogg

When it comes to Web surveys, the type of attribute rating scale used does matter. Based upon data collected during the Burke Strategic Consulting Group's recent Workforce Perspectives(r) study, this paper shows how responses to drop-down box, radio button, and fill-in-the-blank survey interfaces can differ significantly from each other.

Drop–down, radio buttons, or fill–in–the–blank?

Effects of attribute rating scale type on Web survey responses

Allen Hogg Marketing, Burke, Inc andJaci Jarrett Masztal Burke Strategic Consulting Group

INTRODUCTION

It would be difficult to suggest any change that has had a greater impact on the field of marketing and opinion research in the last half decade than the growing use of computer networks (especially the Internet, but also organizational intranets) for conducting surveys. Five years ago, online research was just a minor niche within the marketing and opinion research field. Today, it has become a vital component...

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