Validation of the mental visualization effect on answer selection in closed questions in surveys

Abstract

The selection of listed answers in surveys is influenced by numerous aspects. At the moment of decoding, the mental representation of the item can represent a bias if it is distorted by personal impressions. The present research aims to identify these influences at the moment of choice of items presented sequentially in a closed-ended question by a nominal scale. For this purpose, the answers of a survey were correlated with the results of psychometric experimental pretests on mental image formation by applying them to experimental groups. Although the item selection affects several aspects of linguistic elements, it seems that this no influences the choice. The comparison between the data of mental visualisation of item and item frequency showed a very high correlation unusually in social or psychosocial sciences. Wording can increase the item comprehensibility but not eliminate the visual imagery effects, therefore represents a permanent bias.