Using an on-line self-administered questionnaire, the study found that contrary to theory and other research, when likely-to-be confused titles were grouped together, larger audiences tended to result than when the titles were presented to the respondent in random order. The study also found that when small numbers of titles were questioned about separately, larger audiences tended to result than when the titles were asked about as part of a much longer list. When questioned about separately, larger audience levels tended to result when these titles were questioned about first rather than last.
Symposium: 2001: Venice, Session 5 - Data Collection Whats New?
Authors: Appel, Valentine, Cable, Virginia
Organisations: Consultant, The Wall Street Journal
Topics: Data Collection, Questionnaire Design