Investigating the impact of violations of the "left and top means first" heuristic on response behavior and data quality

Höhne, Jan Karem ; Yan, Ting

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Document Type: Article
Year of publication: 2020
The title of a journal, publication series: International Journal of Social Research Methodology : IJSRM
Volume: 23
Issue number: 3
Page range: 347-353
Place of publication: London [u.a.]
Publishing house: Taylor & Francis
ISSN: 1364-5579 , 1464-5300
Publication language: English
Institution: School of Social Sciences > Data Science (Blom 2017-2022)
Außerfakultäre Einrichtungen > SFB 884
Subject: 300 Social sciences, sociology, anthropology
Abstract: Web surveys are an established data collection mode that use written language to provide information. The written language is accompanied by visual elements, such as presentation formats and shapes. However, research has shown that visual elements influence response behavior because respondents sometimes use interpretive heuristics to make sense of the visual elements. One such heuristic is the ‘left and top means first’ (LTMF) heuristic, which suggests that respondents tend to believe that a response scale consistently runs from left to right or from top to bottom. We conducted a web survey experiment to investigate how violations of the LTMF heuristic affect response behavior and data quality. For this purpose, a random half of respondents received response options that followed a consistent order and the other half received response options that followed an inconsistent order. The results reveal significantly different response distributions between the two groups. We also found that inconsistently ordered response options significantly increase response times and decrease data quality in terms of criterion validity. We, therefore, recommend using options that follow the design strategies of the LTMF heuristic.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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