Picture This! Exploring Visual Effects in Web Surveys

The effects of using visual enhancements in Internet-based surveys upon participants' reporting & enjoyment of such surveys are studied. Contemporary literature that has examined the use of visual images in survey instruments is reviewed; the different ways in which visual enhancements, particularly photographs, can be incorporated into questionnaires are also considered. Data collected by the Knowledge Networks Panel is analyzed to ascertain how visual images affected US adults' (N = 2385) reporting & enjoyment of a web-based survey on leisure, shopping, & travel activities. The data analysis indicated that visual enhancements, especially those defined as "high-frequency activities," produced higher reports of leisure, shopping, & travel activities yet failed to augment participants' satisfaction with the questionnaire. It is concluded that the inclusion of visual images does not provide participants with additional incentives to complete surveys & that photographs may negatively affect subjects' reporting. 2 Tables, 19 References. J. W. Parker