Labels' Illustrative Images
Illustrative nonverbal labels can be used instead of or in combination with verbal and numerical labels when they are provided visually to the respondent. Illustrative labels are: feeling faces (also called smileys), other human symbols (like thumbs and manikins), other non-human symbols (like stars or harts).
Theoretical arguments
- Faces scales are easy to format and to attract the attention and increase respondents’ enjoyment (Emde and Fuchs 2012).*
- Faces scales have the advantage of eliminating the necessity for translating feelings into words, faces are easier to identify by respondents than words (Kunin 1998).*
Empirical evidence on data quality
YES means that there is an effect on quality either positive or negative impact. NO means that there is no effect.
*DeCastellarnau, A. Qual Quant (2018) 52: 1523. doi: 10.1007/s11135-017-0533-4
- Comparable validity between faces scales and rating scales [Construct validity] (Andrews and Crandall 1975) → NO*
- The emoticon scale presented significantly higher no answers than slider or point-selection scales [Item-nonresponse] (Derham 2011) → YES*
- There are non-significant differences in the responses between the smiley scales and the radio button design [Response style through distribution comparison] (Emde and Fuchs 2012) → NO*
YES means that there is an effect on quality either positive or negative impact. NO means that there is no effect.
*DeCastellarnau, A. Qual Quant (2018) 52: 1523. doi: 10.1007/s11135-017-0533-4
References
Andrews, F.M., Crandall, R. (1975). The validity of measures of self-reported well-being. Soc. Indic. Res. 3, 1–19.
Derham, P.A.J. (2011). Using preferred, understood or effective scales? How scale presentations effect online survey data collection. Australas. J. Mark. Soc. Res. 19, 13–26.
Emde, M., Fuchs, M.(2013). Exploring animated faces scales in web surveys: drawbacks and prospects. Surv. Pract. 5.
Kunin, T. (1998). The construction of a new type of attitude measure. Pers. Psychol. 51, 823–824. doi: 10.1111/j.1744-6570.1998.tb00739.x
Andrews, F.M., Crandall, R. (1975). The validity of measures of self-reported well-being. Soc. Indic. Res. 3, 1–19.
Derham, P.A.J. (2011). Using preferred, understood or effective scales? How scale presentations effect online survey data collection. Australas. J. Mark. Soc. Res. 19, 13–26.
Emde, M., Fuchs, M.(2013). Exploring animated faces scales in web surveys: drawbacks and prospects. Surv. Pract. 5.
Kunin, T. (1998). The construction of a new type of attitude measure. Pers. Psychol. 51, 823–824. doi: 10.1111/j.1744-6570.1998.tb00739.x