Reversed, rotated, and randomized presentations

Paper > Understanding Looks > UNICOM Intelligence Interviewer - Paper character styles > Conditional display character styles > Reversed, rotated, and randomized presentations

Market researchers sometimes change the presentation of a category list in an attempt to reduce bias. The common methods of doing this in paper questionnaires are:

Method	Description
Reversed	The list is presented top-down to some of the respondents and reversed (bottom-up) to the others.
Rotated	The list is presented rotated by one for each respondent. For example, in a list of four categories, there would be four presentations: (1, 2, 3, 4), (2, 3, 4, 1), (3, 4, 1, 2), (4, 1, 2, 3).
Randomized	The list is presented with randomized respondents.

In the authoring tools, you can define that a question is to be presented reversed, rotated, or randomized. Although UNICOM Intelligence Interviewer - Paper does not format these questions differently, you can add an instruction telling the interviewer to reverse, rotate, or randomize the category or subquestion list (for example, Reverse list and tick start). You do this using conditional character styles and the Question Is Reversed, Question Is Rotated, and Question Is Randomized conditions.