Picture This!: Exploring Visual Effects in Web Surveys

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Abstract
Among the potential advantages of conducting self-administered surveys over the Internet are the rich visual possibilities offered by the Web. These varied visual resources include an assortment of typefaces, colors, and other stylistic elements; in addition, the Web offers the opportunity to enrich the survey experience with images, sound, and video. Perhaps the most promising of these visual enhancements is the ability to deliver color photographs or other images to respondents. Such images could help clarify items that assess brand recognition, magazine readership, or other topics in which a picture can help define the subject of interest.

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