It is generally acknowledged that new questions or survey instruments require some form of pre-evaluation before they are actually fielded, in order to check their validity and minimize measurement error. This is the task of questionnaire pretesting. Eye tracking is one of the most recent additions to the survey pretester’s toolbox. During eye tracking, the position of respondents’ eyes is observed, to detect where they are looking. While being recognized as a promising technique to indicate potential problems with survey items and obtain insights into the underlying cognitive processes, there is little resilient evidence on its productivity.
The research presented in this thesis contributes to survey pretesting methodology by examining the productivity of eye tracking in problem detection and question design, both in combination with cognitive interviewing or as a stand-alone technique.
Translation of the title:
Eye-Tracking im Fragebogen-Pretesting
(German)
Dieser Eintrag ist Teil der Universitätsbibliographie.
Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.
Search Authors in