In interpreting questions, respondents extract meaning from how the information in a questionnaire is shaped, spaced, and shaded. This makes it important to pay close attention to the arrangement of visual information on a questionnaire. Respondents follow simple heuristics in interpreting the...

In this paper we investigate whether there are differences in design effects between trained and fresh respondents. In three experiments, we varied the number of items on a screen, the choice of response categories, and the layout of a five point rating scale. We find that trained respondents...