Author Question: Discuss layout issues with respect to Internet questionnaires, the tools used to assist respondents' ... (Read 137 times)

luvbio · **on:** Jun 29, 2018

Discuss layout issues with respect to Internet questionnaires, the tools used to assist respondents' navigation through the survey, and the alternative ways of displaying questions.

Question 2

What are the seven levels of IMC development?

Leostella20 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

There are several layout issues to consider. The first decision is whether the questionnaire will appear page by page, with individual question on separate screens (called paging layout), or on a scrolling basis, with the entire questionnaire appearing on a single Web page that the respondent scrolls from top to bottom (called scrolling layout). Whether a Web survey is page-by-page or scrolling format a push button with a label should clearly describe the actions to be taken. Because many Internet surveys offer no visual clues about the number of questions to be asked, it is important to provide a status bar or some other visual indicator of questionnaire length. Four common ways of displaying questions on a computer screen are:
(1) radio button - clicking on an alternative response deactivates the first choice and replaces it with the new response.
(2) drop-down box - a space-saving device that allows the researcher to provide a list of responses that are hidden from view until they are needed.
(3) check boxes - allow respondents to check all that apply.
(4) open-ended boxes - boxes in which respondents type their answers to open-ended questions.
(5) pop-up boxes - boxes that appear at selected points and contain information or instructions for respondents.

Answer to Question 2

The seven levels of IMC development are awareness of the need for integration, image integration, functional integration, coordinated integration, consumer-based integration, stakeholder-based integration, and relationship management integration.