The effect of images on web survey responses

The World Wide Web offers many opportunities for innovative design of survey and experimental instruments. One of these aspects is the ease with which rich visual images such as photographs can be used. Images may enhance motivation and increase enjoyment; they may also facilitate the respondent's task of understanding and responding to the question. However, images may also distract respondents from the task or suggest interpretations that may diverge from those intended by the survey designers. We are conducting a series of experiments to explore the possible effects of such images on the answers respondents provide in Web surveys. Specifically, we are varying both the content of the images and their placement. We are examining both subjective measures (e.g., depression) and behavioural measures (e.g., travel frequency and destinations). This paper presents the results of some of the initial studies and offers some guidance on the use of images in Web surveys.