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Figure 1.4 Flight Reservation from AmericaWest.com. in .NET Implementation gs1 datamatrix barcode in .NET Figure 1.4 Flight Reservation from AmericaWest.com.

Figure 1.4 Flight Reservation from AmericaWest.com. using none toinclude none for asp.net web,windows application Java Figure 1.5 Flight Reservations from Delta.com. 23 24 r Designing E ffective Web Surveys one can enter it in any order before pressing the search or go button. In addition, both sites make judicious use of defaults something to be guarded against in the survey world. For example, both sites have the round-trip option preselected, assuming this is the most common type of ticket.

Both sites have a drop box for number of passengers, with 1 being the given choice. Hyperlinks are used for alternatives to the common options (multicity trips, award tickets, etc.).

But there are also several differences between the two sites. America West s hub (Phoenix) is listed rst in the drop box, which contains a list of all airports but only those airports served by the airline. The dates also have starting values, beginning with the day on which the Web site was accessed (December 27) and with the return ight the following day.

Delta s date default begins a week after the date the site was accessed (December 16) with the return ight being a week after that. Delta offers a text box for typing in the departure and destination cities but offers an icon to look up the airports in a list. One reason for the drop box on the America West site and a text box on Delta s may be that the latter serves many more destinations, making a drop box list unmanageably long.

Many of these designs features are to be avoided when used in Web surveys, as I shall discuss in 2. But they work for the task at hand. In fact, there is a great deal of similarity in the design of different airline Web sites, branding, color, and layout issues aside.

This re ects the limited numbers of ways in which the same task (making an airline reservation) can be accomplished in optimal fashion. But there are also some distinct differences, re ecting the variation in services the airlines provide. Table 1.

1 offers a summary of key features of these sites. Because these designs may be optimal for making ight reservations, does not mean that they should be used in Web surveys. Jakob Nielsen, in his Alertbox of September 26, 2005, recommends that designers should pre-populate elds with the most common value (http://www.

useit.com/alertbox/defaults.html).

Doing the same in a Web survey is not likely to optimize data quality, I would assert. In summary, while much of what is known about Web site design may apply to surveys, we must always be cognizant of the particular application we are designing. Similarly, while there is much to learn about the appropriate use and design of forms and form elements such as radio buttons and check boxes.

We must be mindful that surveys are different from other Web-based interfaces or interactions. Thus, for example, the discussion in 2 is very survey speci c, whereas 4, which deals with more general layout and design issues, borrows heavily from the broader literature..

Table 1.1. Fligh none for none t reservation web pages for selected airlines (December, 2005) Dates and times Separate drop boxes for month, day, and time (default is today, 7 a.

m. for both outbound and return); calendar icon Drop box, separate for adults (default=1) and children (default=0) Separate drop boxes for month, day, and time (default is today, return is tomorrow) Separate drop box for adults (default=1), children (default=0), seniors (default=0) Separate drop box for adults (default=1), seniors (default=0) Calendar icon rst; separate drop boxes for month, day. and time of day (default is tomorrow, +3 days for return) Text box (MMDDYYYY); calendar icon; default is +7 days, +14 days for return; drop box for time (default is anytime) Drop box for day, month, and time (default is +7 days, +14 days for return, default time is morning); calendar icon Number of passengers Type of reservation Action buttons for one way and round-trip; hyperlink for multicity.

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