Features of the Z-scoring method in graphical two-dimensional web surveys: the case of ZEF

Research in the human and behavioral sciences has long been burdened by a methodological distinction between two categories of research: that which measures and produces facts and that which understands and interprets phenomena. However all interpretation of numbers requires that results be viewed in relative terms and there are no other means for this than comparison. The Z-scoring method, that is to say standardization, in web survey ZEF, emphasizes relative traits of survey answering. Questions in ZEF are illustrated in graphical two-dimensional chart where respondents are able to compare their answers at the moment of answering process. This trait of answering emphasizes the relationship of questions more than an absolute values on the scales of two dimensions. The Z-scoring method that is used in ZEF for handle results is based for same assumption: The respondents are compared questions and are formulated their answers through comparison. The significance of differences between groups cannot be measured directly: in some content areas, even small differences may be important, while in others changes of even several per cent are not significant. Standardization makes visible how different respondents and groups value things, that is, construct an order for them, using the dimensions given.