Details
| Original language | English |
|---|---|
| Pages (from-to) | 199-206 |
| Number of pages | 8 |
| Journal | International Journal of Social Research Methodology |
| Volume | 22 |
| Issue number | 2 |
| Early online date | 12 Oct 2018 |
| Publication status | Published - 4 Mar 2019 |
| Externally published | Yes |
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.
Keywords
- Agree/disagree questions, item-specific questions, lab experiment, rating scales, survey methodology, web surveys
ASJC Scopus subject areas
- Social Sciences(all)
- General Social Sciences
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In: International Journal of Social Research Methodology, Vol. 22, No. 2, 04.03.2019, p. 199-206.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Eye-tracking methodology
T2 - exploring the processing of question formats in web surveys
AU - Höhne, Jan Karem
PY - 2019/3/4
Y1 - 2019/3/4
N2 - 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.
AB - 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.
KW - Agree/disagree questions
KW - item-specific questions
KW - lab experiment
KW - rating scales
KW - survey methodology
KW - web surveys
UR - http://www.scopus.com/inward/record.url?scp=85054904809&partnerID=8YFLogxK
U2 - 10.1080/13645579.2018.1515533
DO - 10.1080/13645579.2018.1515533
M3 - Article
AN - SCOPUS:85054904809
VL - 22
SP - 199
EP - 206
JO - International Journal of Social Research Methodology
JF - International Journal of Social Research Methodology
SN - 1364-5579
IS - 2
ER -