Christian, Leah Melani; Parsons, Nicholas L.; Dillman, … - In: Sociological Methods & Research 37 (2009) 3, pp. 393-425
This paper explores how the visual design of scalar questions influences responses in web surveys. We present the results of five experiments embedded in two web surveys of university students. We find that consistently presenting the positive end of the scale first did not impact responses but...
