Eye tracking in questionnaire pretesting

Neuert, Cornelia

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URL: https://madoc.bib.uni-mannheim.de/40829
URN: urn:nbn:de:bsz:180-madoc-408298
Document Type: Doctoral dissertation
Year of publication: 2016
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Braun, Michael
Date of oral examination: 21 April 2016
Publication language: English
Institution: Außerfakultäre Einrichtungen > Leibniz-Institut für Sozialwissenschaften (GESIS)
Subject: 300 Social sciences, sociology, anthropology
Subject headings (SWD): Pretest , Fragebogen , Layout
Individual keywords (German): Pretesting , Eyetracking , kognitive Interviews , Fragebogendesign , Survey-Fragen
Keywords (English): Pretesting , eye tracking , cognitive interviewing , questionnaire design , survey questions
Abstract: 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)

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