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Abstract:

In Web surveys, progress indicators inform respondents of their progress, using a variety of design approaches. A graphic-based method usually involves the image of a progress bar, while a text-based method involves using simple text (often percent completed).  Sometimes a combination of graphic- and text-based designs is used (see Couper, Traugott, & Lamias, 2001; Heerwegh & Loosveldt, 2006). Progress indicators can also be displayed on every screen or intermittently, or at the respondents’ request (see Conrad et al., 2005).  The main argument for using a progress indicator is that it motivates respondents to complete the survey by making the end of the survey appear visibly nearer with every question answered. However, the research on the effectiveness of progress indicators has produced mixed results. This study questions the motivational contribution of progress indicators by using an alternative method to report milestones in survey progress with a variety of salient motivational messages. Furthermore, this study investigates whether respondents pick up subtle cues about their progress in a survey without an indicator. The data used for this study comes from a Gallup Panel Web survey that randomly assigned respondents to one of four different versions of progress indicators: graphical, textual, motivating-message, and subtle. The position of these progress indicators on the screen (top/bottom) was varied using an experimental design approach that involved eight treatment groups, in addition to the control group. A total of about 31,000 panel members were randomized to the 9 experimental conditions. This paper discusses the findings from this study and concludes with recommendations and future work.

Recommended Citation:

Rao, K., & Couper, M. P. (2009). Clarifying the “Progress” Of Progress Indicators. Paper presented at the American Association for Public Opinion Research, Hollywood, Florida.

Attached Documents:

• AAPOR 2009 Program (see page #47 for the mention)
• For a copy of this paper, please send me a comment with your email address in the box below.