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Measurement Error

Measurement errors are the result of inaccurate responses that stem from poor question wording or questionnaire design, poor interviewing, survey mode effects and/or some other aspect of the respondents' behaviour. There are two main sources of measurement error in Web surveying that stem from the Web questionnaire itself. The first involves the wording of the questions or the flow of the questionnaire, both of which may have an effect on the quality of answers. The other is the design and visual layout of Web surveys which is of particular importance in self-administered surveys. Measurement error points to the need for more understanding in the following areas:

  • The interplay between words and images
  • Presentation of questions (question form).
  • The number of questions per page.
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