In a recent survey, we had a series of 11 statements that we’re asking our members. We decided to do an A/B test of the matrix display using the standard grid vs. a carousel. In the grid test, we split the statements between two questions, and in both configurations the statements were randomized. The scale was a 5pt agree/disagree, and there was a progress bar displayed.
When looking at the results, the top 2 box scores were nearly identical between the two tests. However, the top box score was significantly lower on the carousel for most of the statements (5-12% with similar volume). I’m wondering why there is such a difference between the two display setups. I initially thought that the grid format could be more prone to straight-lining the answers.
Has anyone had an experience like this? Are you aware of any research/best practices as to when to use a grid vs. carousel display? Meanwhile, we are going to be looking at shifting to individual multiple-choice questions, but if needed in the future I want to make sure we're setting up the Matrix correctly.
Thank you for your consideration and your time.
Does displaying a matrix question as a carousel reduce scores?

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