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Incorporating eye tracking into cognitive interviewing to pretest survey questions

[Zeitschriftenartikel]

Neuert, Cornelia
Lenzner, Timo

Abstract

In this study, we investigated whether incorporating eye tracking into cognitive interviewing is effective when pretesting survey questions. In the control condition, a cognitive interview was conducted using a standardized interview protocol that included pre-defined probing questions for about one... mehr

In this study, we investigated whether incorporating eye tracking into cognitive interviewing is effective when pretesting survey questions. In the control condition, a cognitive interview was conducted using a standardized interview protocol that included pre-defined probing questions for about one-quarter of the questions in a 52-item questionnaire. In the experimental condition, participants' eye movements were tracked while they completed an online version of the questionnaire. Simultaneously, their reading patterns were monitored for evidence of response problems. Afterward, a cognitive interview was conducted using an interview protocol identical to that in the control condition. We compared both approaches with regard to the number and types of problems they detected. We found support for our hypothesis that cognitive interviewing and eye tracking complement each other effectively. As expected, the hybrid method was more productive in identifying both questionnaire problems and problematic questions than applying cognitive interviewing alone.... weniger

Thesaurusschlagwörter
Interview; Fragebogen; Pretest; Antwortverhalten; Datengewinnung; Datenqualität; Umfrageforschung

Klassifikation
Erhebungstechniken und Analysetechniken der Sozialwissenschaften

Freie Schlagwörter
cognitive interviews; eye tracking; pretesting; survey questions

Sprache Dokument
Englisch

Publikationsjahr
2016

Seitenangabe
S. 501-519

Zeitschriftentitel
International Journal of Social Research Methodology, 19 (2016) 5

DOI
https://doi.org/10.1080/13645579.2015.1049448

ISSN
1464-5300

Status
Postprint; begutachtet (peer reviewed)

Lizenz
Deposit Licence - Keine Weiterverbreitung, keine Bearbeitung


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Home  |  Impressum  |  Betriebskonzept  |  Datenschutzerklärung
© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.