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ERIC Number: EJ1203468
Record Type: Journal
Publication Date: 2019
Pages: 8
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1364-5579
Eye-Tracking Methodology: Exploring the Processing of Question Formats in Web Surveys
Höhne, Jan Karem
International Journal of Social Research Methodology, v22 n2 p199-206 2019
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.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Germany