Truth in measurement

Date of publication: September 19, 2007


This presentation reviews a number of studies that have examined visual, interactive tasks in online surveys in comparison to other verbal, and less interactive, alternatives. In many cases, while the respondents enjoyed doing these tasks, they took longer to complete the task. The visual, interactive tasks rarely led to different results and we found little evidence that they boosted validity in any meaningful way. Visual, interactive tasks are one useful adjunct to make surveys more engaging, but must be used judiciously.

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