Eye-tracking methodology: exploring the processing of question formats in web surveys

Höhne, Jan Karem

DOI: https://doi.org/10.1080/13645579.2018.1515533
URL: https://www.tandfonline.com/doi/abs/10.1080/136455...
Additional URL: https://www.researchgate.net/publication/328251674...
Document Type: Article
Year of publication: 2019
The title of a journal, publication series: International Journal of Social Research Methodology : IJSRM
Volume: 22
Issue number: 2
Page range: 199-206
Place of publication: London [u.a.]
Publishing house: Taylor & Francis
ISSN: 1364-5579 , 1464-5300
Publication language: English
Institution: Außerfakultäre Einrichtungen > SFB 884
School of Social Sciences > Data Science (Blom 2017-2022)
Außerfakultäre Einrichtungen > Mannheim Centre for European Social Research - Research Department B
Subject: 300 Social sciences, sociology, anthropology
Abstract: In social research, the use of agree/disagree (A/D) questions is a popular method for measuring attitudes. Research has shown that A/D questions require complex cognitive processing and are susceptible to response bias. Thus, some researchers recommend the use of item-specific (IS) questions. This study examines the processing of A/D and IS questions, using eye-tracking methodology. By recording respondents’ eye movements, how respondents process survey questions can be evaluated. The results reveal that IS questions cause more and longer fixations. However, this only applies to the response categories. There are no differences regarding the question stems. Altogether, it seems that IS response categories trigger deeper cognitive processing than A/D response categories.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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