Investigating the impact of violations of the “left and top means first” heuristic on response behavior and data quality

ABSTRACT

Web surveys are an established data collection mode that use written language to provide information. The written language is accompanied by visual elements, such as presentation formats and shapes. However, research has shown that visual elements influence response behavior because respondents sometimes use interpretive heuristics to make sense of the visual elements. One such heuristic is the ‘left and top means first’ (LTMF) heuristic, which suggests that respondents tend to believe that a response scale consistently runs from left to right or from top to bottom. We conducted a web survey experiment to investigate how violations of the LTMF heuristic affect response behavior and data quality. For this purpose, a random half of respondents received response options that followed a consistent order and the other half received response options that followed an inconsistent order. The results reveal significantly different response distributions between the two groups. We also found that inconsistently ordered response options significantly increase response times and decrease data quality in terms of criterion validity. We, therefore, recommend using options that follow the design strategies of the LTMF heuristic.     

Gambling on casinos: A political economy of Australian developments

The proliferation of commercial casinos in Australia over the past decade has transfigured the face of Australian gambling. This paper examines the implications of the precarious relations that exist between casino operations and the regulatory structures established to control them. While Australian casinos share many of the general features and problems of casinos in the United States and Britain, the Australian approach to the selection and control of casinos and the types of corporate organizations licensed to operate casinos has been quite distinctive. The various State governments also have adopted distinctly regional responses based on different moral climates, political-economic calculations and market competition. However, in their haste to secure a share of the casino market, governments have welcomed the involvement of large corporations in Australian gambling. The power of these economic forces and changing environmental conditions present a challenge to the capacity of governments to determine gambling trends in the country.