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Instrument Effects of Images in Web Surveys

A Research Note

James C. Witte

Clemson University

Roy P. Pargas

Clemson University

Catherine Mobley

Clemson University

James Hawdon

Clemson University

This research note offers cautionary evidence, indicating just how little we know about how respondents react to and complete Web surveys. Researchers using or contemplating a Web-based approach need to be very clear that the line between the phenomena to be measured and the means of measurement is often quite fuzzy. This note uses data from Survey2001 to illustrate this point. Nearly 30,000 respondents completed part or all of Survey2001, which was hosted by the National Geographic Magazine’s Web site and queried individuals on a number of topics related to the impact of information technology on conservation, community and culture.

Key Words: Survey2001 • Web-based surveys • Web-based survey design • images and measurement error

Social Science Computer Review, Vol. 22, No. 3, 363-369 (2004)
DOI: 10.1177/0894439304264531
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