A Comparison of Question Order Effects on Item-by-Item and Grid Formats: Visual Layout Matters

Abstract

Question order effect refers to the phenomenon that previous questions may affect the cognitive response process and respondents’ answers. Previous questions generate a context or frame in which questions are interpreted. At the same time, in online surveys, the visual design may also shift responses. Past empirical research has yielded considerable evidence supporting the impact of question order on measurement, but few studies have investigated how question order effects vary with the visual design. Our main research question was whether question order effects are different on item-by-item formats compared to grid formats. The study uses data from an online survey experiment conducted on a non-probability-based online panel in Hungary, in 2019. We used the welfare-related questions of the 8’th wave of ESS. We manipulated the questionnaire by changing the position of a question that calls forth negative stereotypes about such social benefits and services. We further varied the visual design by presenting the questions in separate pages (item-by-item) or one grid. The results show that placing the priming questions right before the target item significantly changed respondents’ attitudes in a negative way, but the effect was significant only when questions were presented on separate pages. A possible reason behind this finding may be that respondents engage in a deeper cognition when questions are presented separately. On the other hand, the grid format was robust against question order, in addition, we found little evidence of stronger satisficing on grids. The findings highlight that mixing item-by-item and grids formats in online surveys may introduce measurement inequivalence, especially when question order effects are expected.