Quality of online questionnaires mostly
depends on (1) a sampleûs attitude toward the
questionnaires or (2) an amount of time to
complete it. Previous literature in information
technology suggests that researchers may want
to apply the concept of customization to their
questionnaire design or add graphics to, perhaps,
convey understandable questionnaire items.
These suggestions aims primarily at enhancing
quality of data collected through online
questionnaires. However, empirical work to
verify the suggestion is rare. This study would
thus investigate impacts of customization and
use of graphics on samplesû attitude toward
the questionnaires and their completing time.
In this study, samples were able to customize
questionnaireûs font sizes and background
colors
Results of a field experiment as part of an
actual survey on Thaiûs Internet consumption
revealed (1) a statistically significant impact of
the customizing technique on the completing
time, (2) a statistically significant impact of
the use of graphics on the attitude toward the
questionnaire; however, the other two impacts
were not statistically significant, and (3) the
interaction effects of the customization and the
use of graphics on samplesû attitude toward
online questionnaires and their completing
time were not significant.
In addition to extending insight into
information technology applications to research
methodology, the findings may help researchers
or online survey service providers to enhance
their questionnaire features that could lead to
data of better quality.