Vloga grafičnih elementov pri merjenju zadovoljstva v spletnih anketah

Bušić, Katja (author), Vehovar, Vasja (mentor)

Spletne ankete so v proces zbiranja anketnih podatkov vnesle številne spremembe. Med drugim omogočajo bistveno več možnosti pri oblikovanju anketnih vprašalnikov. V tem okviru so pomembni grafični elementi, ki lahko izboljšajo uporabniško izkušnjo, hkrati pa lahko povzročijo nepredvidene spremembe v razumevanju vprašanj. Posebej aktualna je njihova vloga pri ocenjevalnih spremenljivkah na ordinalnih lestvicah, ki so izredno pogoste v družboslovnem in marketinškem raziskovanju. Cilj diplomskega dela je ovrednotiti uporabo grafičnih elementov v tovrstnih lestvicah. Pri tem se osredotočamo na vlogo grafičnih elementov pri merjenju zadovoljstva v spletnih anketah. V tem okviru smo pregledali ustrezno literaturo, s posebnim poudarkom na kognitivnih vidikih izpolnjevanja anketnih vprašalnikov in na vidikih vizualnega oblikovanja vprašanj v spletnih anketah. V empiričnem delu smo izvedli eksperiment s pomočjo spletne ankete (n = 153), v okviru katerega je ena skupina odgovarjala na vprašanja z ocenjevalnimi spremenljivkami na petstopenjski ordinalni lestvici z običajnimi izbirnimi gumbi, druga pa z grafičnimi elementi, pri čemer smo izbrali običajne smeške. Rezultati so pokazali, da so odgovori pri vprašalniku z vključenimi grafičnimi elementi bolj zanesljivi. Zaradi razmeroma majhnega vzorca so se ostali učinki uporabe grafičnih elementov zgolj nakazovali: manj izraženo strinjanje na ocenjevalnih lestvicah, manjše končno zadovoljstvo s celotnim vprašalnikom in večji učinki pri nižje izobraženih.

• Language: Slovenian
• Keywords: spletne ankete, grafični elementi, merjenje zadovoljstva, eksperiment.
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2018
• PID: 20.500.12556/RUL-103989
• COBISS.SI-ID: 35926109
• Publication date in RUL: 30.09.2018

Secondary language

• Language: English
• Title: The influence of graphic elements in measurement of satisfaction in web surveys

Abstract

Web surveys have introduced a number of changes to the survey data collecting process. Significantly more possibilities in forming the questionnaires have been presented to the researches. In this context, graphic elements can improve user experience, as well as cause unforeseen changes in the understanding of the issue. The role of graphic elements in the evaluation variables on the ordinal scales, which are extremely common in social sciences and marketing research, is particularly relevant. The goal of this thesis is to evaluate the effects of graphic elements in such scales. We have focused on the role of graphic elements in measurement of satisfaction in web surveys. We have examined relevant literature, putting a special emphasis on the cognitive aspects of filling survey questionnaires, as well as on the aspects of visual design of questions in web surveys. In the empirical part, we have conducted an experiment based on a web survey (n = 153), in which one group answered questions with evaluation variables on a five-level ordinal scale with the usual selection buttons, and the other group with graphic elements, for which we selected the usual smiley faces. The results have shown that the answers with the included graphic elements were more reliable. Due to a relatively small sample, other effects of the use of graphic elements have only been indicated: less pronounced agreement on the rating scales, lower final satisfaction with the overall questionnaire and bigger effects on the respondents with a low level of education.

• Keywords: web surveys, graphic elements, satisfaction measurement, experiment.