What Would You Do? Conducting Web-Based Factorial Vignette Surveys

  • Hadar Aviram


Factorial vignette studies combine survey methodologies with an experimental research design, and allow researchers to examine subjects’ reactions to hypothetical scenarios (vignettes) while controlling for variables within the scenarios. Slightly different versions of the vignettes are randomly assigned to respondents. This chapter guides readers through the necessary steps to craft, administer, and analyze a factorial survey. After first assessing the suitability of a factorial vignette design to the topic, researcher should settle on the number of variables according to budget constraints, and then craft realistic vignettes with multiple versions according to the number of variables. This chapter provides guidelines as to programming the survey, sampling populations, and administration of the survey. Finally, it examines the presentation of findings and the typical limitations of a factorial study.


Factorial  Vignette  Budget  Programming  Variables  Survey crafting  Analysis  Experiment  


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Copyright information

© Springer Science+Business Media New York 2012

Authors and Affiliations

  1. 1.Hastings College of the LawUniversity of CaliforniaSan FranciscoUSA

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