Connecting the Dots: How Google is Reinventing the Survey by Paul McDonald of Google - Presented at...

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Long questionnaires result in lower response rates.Effects of Questionnaire length on Participation and Indicators of Response Quality in a web survey (Galesic, Bosnjak 2009)

Long questionnaires lead to reduced response quality and increased straightliners.Effects of Questionnaire Length on Response Quality(Herzog, Bachman 1981)

Matrices/grid formats introduce measurement error and are more difficult for respondents.Presentation of a Single Item versus a Grid: Effects on the Vitality and Mental Health Scales of the SF-36v2 Health Survey (Callegaro, Shand-Lubbers, Dennis 2009)

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Connecting the Dots: How Google is Reinventing the Survey by Paul McDonald of Google - Presented at...

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