20.500.12556/DKUM-95278 Vpliv tipografije na izpolnjevanje anket The effect of typography on survey responses V magistrskem delu raziskujemo vpliv tipografije na izpolnjevanje anket. Izhajamo iz dejstva, da se podjetja v digitalnem okolju vse pogosteje soočajo z nizko odzivnostjo in površnimi odgovori respondentov, ko želijo opraviti raziskavo trga. Čeprav so raziskave pogosto osredotočene predvsem na vsebino vprašanj, pa je vizualni vidik anket, med katero sodi tudi tipografija, enako pomembna za uporabniško izkušnjo. V teoretičnem se najprej poglobimo v osnovne značilnosti anketiranja, dejavnike, ki vplivajo na kakovost podatkov, ter samo oblikovanja ankete. Kasneje pa se osredotočimo na tipografijo, njen razvoj, psihološke učinke, ki jih ima ter njeno vlogo v znanstvenih in poslovnih kontekstih. Pregledamo tudi obstoječe empirične raziskave, katerih rezultati kažejo, da lahko izbira pisave vpliva na berljivost, kognitivno obremenitev in angažiranost respondentov. V empiričnem delu smo izvedli komparativno analizo dve anket v sodelovanju s podjetjem Epidemic d.o.o Anketirance smo razdelili v dve skupini, in sicer je prva prejela anketo v serifni pisavi, druga pa v sans serifni. Analiza rezultatov je pokazala, da izbira pisave vpliva na različne vidike vedenja respondentov, vendar pa skoraj nobene od hipotez nismo potrdili, saj rezultati analize niso bili statistično značilni. Kljub temu pa rezultati vseeno nakazujejo, da tipografija ni zgolj estetski element, temveč pomembno orodje pri oblikovanju anket, ki lahko izboljša kakovost zbranih podatkov. Naloga zato prispeva tako k teoretičnemu razumevanju vloge tipografije kot tudi k praktičnim smernicam za raziskovalce in podjetja, ki želijo oblikovati učinkovitejše ankete v digitalnem okolju. In this master’s thesis, we examine the impact of typography on survey completion. We start from the premise that, in the digital environment, companies increasingly face low response rates and superficial answers from respondents when conducting market research. Although studies often focus primarily on the content of survey questions, the visual aspect of surveys, including typography , is equally important for the user experience. In the theoretical part, we first delve into the basic characteristics of surveying, the factors that influence data quality, and the principles of survey design. We then turn our attention to typography, exploring its development, its psychological effects, and its role in scientific and business contexts. We also review existing empirical studies, whose findings suggest that font choice can affect readability, cognitive load, and respondent engagement. In the empirical part, we carried out a comparative analysis of two surveys in collaboration with the company Epidemic d.o.o. Respondents were divided into two groups: the first received the survey in a serif font, and the second in a sans serif font. The analysis showed that font choice does influence various aspects of respondent behavior; however, almost none of the hypotheses were confirmed, as the results were not statistically significant. Nevertheless, the findings suggest and support the belief that typography is not merely an aesthetic element, but an important tool in survey design that can enhance the quality of collected data. The thesis therefore contributes both to the theoretical understanding of typography’s role and to practical guidelines for researchers and companies aiming to create more effective surveys in the digital environment. tipografija ankete uporabniška izkušnja vedenje uporabnikov Typography surveys user experience user behavior true true false N. Jerot] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-11 00:47:56 2025-11-07 09:14:28 2025-11-08 03:10:47 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 303.425:655.26 256295683 MAG_Jerot_Neli_2025.pdf MAG_Jerot_Neli_2025.pdf 1 75F0B80FAD9D2F73E438D7E08B52D40B f14078a1ef69af781a449def9cb946e8d1418d551e192638019359f4e4a7231c 668fc780-a13a-11f0-beb5-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199591 Ekonomsko-poslovna fakulteta 0 0 0