Degree Name

Doctor of Philosophy


School of Management, Operations and Marketing


The way in which a survey question is presented to a respondent can make a considerable difference to how they understand what is being asked of them, how they think about the question, and ultimately the answer they give. The rapid and widespread uptake of web surveys in market and social research has made it possible for researchers to start using a range of visual, colourful and interactive response formats that had never previously been possible – or at least practical – on paper. Advocates of these new response formats have argued that they offer significant benefits for respondent engagement and data quality.



Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily represent the views of the University of Wollongong.