The Impact of Pictures on Best-Worst Scaling in Web Surveys

Marinică Bărbulescu, Alexandru Cernat
2012 International Review of Social Research  
Abstract: Motivation and burden are two of the most important aspects that influence response rates and dropouts in online surveys. As a result, we focus our analyses on how pictures and Best Worst Scaling (BWS), two solutions for each problem, interact in the Web medium. We use an experimental design that compares a BWS with pictures, the experimental group, and BWS without pictures, the control group. Results show that pictures influence measurement of BWS in six out of 16 items. We also
more » ... ve that Couper's (2001) conclusion that concordant text and images have an accentuation effect while a discordant relationship between the two has an interference impact is partly true in our data. Eight out of the 16 items are at least partially influenced by the concordant/discordant variable while four fully respect this model. We conclude by discussing the impact of our findings and its limitations.
doi:10.1515/irsr-2012-0028 fatcat:twdug2dgeje4zfwsrhww3dsbay