As young as the online market research methodology is, there is already much discussion debating the benefits of multi-page interactive surveys vs. single-page flat forms. Below, you will find both methods clearly defined, as well as the benefits and drawbacks to each outlined. Our recommended solution follows.
Single-page "Flat" Form
A web-based survey where all the questions appear on a single page with a "Submit"
and "clear" (optional) button at the bottom of the page. Example...
Benefits
Server Performance Less Critical - Be believe that server performance is always critical. However, no server is going to perform perfectly on every single hit. Because of this, the fewer server requests - the better. Each time the "Continue" or "Submit" button is clicked, a server request is made. For example, let's say you have a 15 question survey that you'd like to conduct with 1,000 people. If all those questions appear on one page, that equals 1,000 server requests. If, however, each question is on its own page, that works out to 15,000 server requests. More server requests = more potential problems that respondents may have with the questionnaire.
Upfront About Survey Length - A survey with one question per page can seem like an endless road to respondents. Without a progress indicator, it is not uncommon for a respondent to drop out with only a few remaining questions.
Drawbacks
Limited Logic - True skip patterns, questionnaire branching and response piping are not possible with single-page flat forms.
Connection Time-out - Many computer users, by default, have their dial-up networking configurations set to "expire" after a certain amount of inactive time on the Internet. If a respondent stays on one page too long he/she could lose their connection.
Multi-page "Interactive" Forms
A web-based survey that is spread across several pages. Each page contains one
or more questions.
Benefits
Intense Logic - Questionnaire branching, true skip patterns and response piping can all be automated when respondents click the "Continue" button. Complicated instructions to the respondents are not necessary.
Fewer Connections Lost - Since respondents are continuously moving from one page to another the connection is kept active.
Drawbacks
Server Dependency - ORI hosts surveys on servers that are the designed to meet the rigors of high internet traffic, they incorporate the latest server technology and have multiple connections to the Internet backbone. We maintain a network of dedicated servers to meet the needs of online research. However, no server responds perfectly on every request.
More pages = more requests
More requests = more non-response returns
Non-response returns = Respondent ConfusionEndless Survey Syndrome - Unless a progress indicator is used, or an accurate survey length is given at the beginning of the interview, multi-page surveys can sometimes seem endless to respondents.
The Solution
We can include 1 question per page or 300 questions per page. ORI can program your survey anyway you like. However, as online research experts we are compelled to share our experience and recommendations with you. With most canned survey applications, you are limited to either single-page format or one-question-per-page format. Since we program all our surveys from scratch we have complete flexibility in this area. Our recommendation is to keep surveys to as few pages as possible. You will get higher response rates by inserting page breaks only where skip logic, etc., makes it necessary.
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