Abstract:

This paper describes an experiment in which a single questionnaire was fielded in four different styles of presentation: text only, decoratively visual, functionally visual, and gamified. Respondents were randomly assigned to only one presentation version. To understand the effect of presentation style on the survey experience and data quality, we compare response distributions, respondent behavior (such as time to complete) and self-reports regarding the survey experience and level of engagement across the four experimental presentations.