Scales' Layout Display
The scales’ layout display of the answer options can be horizontal, vertical or nonlinear.
Theoretical arguments
- Respondents are more willing to read option in the horizontal format because they first read horizontally and then vertically (Toepoel et al. 2009).*
- Vertical scales imply more positive options at the top (Tourangeau et al. 2004).*
Empirical evidence on data quality
*DeCastellarnau, A. Qual Quant (2018) 52: 1523. doi: 10.1007/s11135-017-0533-4
- Responses to nonlinear layout compared to vertical were significantly different [Response style through distribution comparison] (Christian et al. 2009) → YES*
- Presenting the options in a horizontal or vertical layout results in different response distributions [Response style through distribution comparison] (Toepoel et al. 2009) → YES*
*DeCastellarnau, A. Qual Quant (2018) 52: 1523. doi: 10.1007/s11135-017-0533-4
References
Christian, L.M., Parsons, N.L., Dillman, D.A. (2009). Designing scalar questions for web surveys. Sociol. Methods Res. 37, 393–425. doi: 10.1177/0049124108330004
Toepoel, V., Das, M., van Soest, A. (2009). Design of web questionnaires: the effect of layout in rating scales. J. Off. Stat. 25, 509–528.
Tourangeau, R., Couper, M.P., Conrad, F. (2004). Spacing, position, and order. interpretive heuristics for visual features of survey questions. Public Opin. Q. 68, 368–393. doi: 10.1093/poq/nfh035
Christian, L.M., Parsons, N.L., Dillman, D.A. (2009). Designing scalar questions for web surveys. Sociol. Methods Res. 37, 393–425. doi: 10.1177/0049124108330004
Toepoel, V., Das, M., van Soest, A. (2009). Design of web questionnaires: the effect of layout in rating scales. J. Off. Stat. 25, 509–528.
Tourangeau, R., Couper, M.P., Conrad, F. (2004). Spacing, position, and order. interpretive heuristics for visual features of survey questions. Public Opin. Q. 68, 368–393. doi: 10.1093/poq/nfh035
