Cognitive Probes in Web Surveys

Abstract

In this study, we explore to what extent the visual presentation of open-ended probes, in connection with different prior probing exposure, impacts on response quality. We experiment with two text box sizes for a specific immigrant probe ( Which type of immigrants were you thinking of when you answered the question?). On the one hand, we use a standard size equal to the other text box sizes in the survey but oversized for the specific response task. On the other hand, we use a smaller text box which fits the response task. The other probes in the survey that use the standard text box are mainly category-selection probes that ask for a reasoning for the chosen answer value. Due to randomized rotation of questions, respondents receive different numbers of category-selection probes prior to the immigrant probe, resulting in different degrees of exposure to category-selection probing prior to the immigrant probe. For the immigrant probe, we find that respondents who receive the standard text box and who have had a high exposure to category-selection probing are more likely to provide mismatching answers: The mismatch consists of not answering the specific immigrant probe but rather providing a reasoning answer as typically expected for a category-selection probe. Thus, previous experience with probing in the questionnaire can override the actual probe wording. This problem can be minimized by considering possible carryover effects of prior probes and using an appropriate survey design strategy.