Eye-Tracking Data: New Insights on Response Order Effects and Other Cognitive Shortcuts in Survey Responding.
Eye-Tracking Data: New Insights on Response Order Effects and Other Cognitive Shortcuts in Survey Responding.
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DOI：
10.1093/poq/nfn059
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发表时间：
2008
影响因子：
3.4
通讯作者：
Conrad FG
中科院分区：
文献类型：
--
作者：
Galesic M;Tourangeau R;Couper MP;Conrad FG
自Cannell以来，调查研究人员一直担心受访者可能会采取各种捷径来减少完成调查所需的精力。然而，这种捷径的证据往往是间接的。例如，对较早和较晚的回应选项的偏好被解释为受访者不会阅读前几个选项以外的证据。但这实际上只是一种假设，没有关于被调查者注意力分配的直接证据支持。在目前的研究中，我们使用了一种新的方法来更直接地观察被调查者看什么和不看什么：我们记录了他们在网络调查中回答问题时的眼球运动。眼球追踪数据表明，事实上，被调查者在回答选项列表的前几个选项上花费的时间比在列表的最后几个选项上花费的时间要多；这有助于解释他们倾向于选择首先呈现的选项，而不管其内容如何。此外，眼动追踪数据显示，受访者不愿意花时间阅读只需点击鼠标就能看到的调查概念的定义，也不愿意关注最初隐藏的回答选项。从眼动追踪数据中可以清楚地看出，一些受访者比其他人更倾向于这些和其他认知捷径，这为基于更传统方法的怀疑提供了相对直接的证据。
Survey researchers since Cannell have worried that respondents may take various shortcuts to reduce the effort needed to complete a survey. Yet the evidence for such shortcuts is often indirect. For instance, preferences for earlier versus later response options have been interpreted as evidence that respondents do not read beyond the first few options. But this is really only an hypothesis, not supported by direct evidence regarding the allocation of respondent attention. In the current study, we used a new method to more directly observe what respondents do and do not look at: we recorded their eye movements while they answered questions in a Web survey. The eye-tracking data indicate that respondents do in fact spend more time looking at the first few options in a list of response options than those at the end of the list; this helps explain their tendency to select the options presented first regardless of their content. In addition, the eye-tracking data reveal that respondents are reluctant to invest effort in reading definitions of survey concepts that are only a mouse click away, or paying attention to initially hidden response options. It is clear from the eye-tracking data that some respondents are more prone to these and other cognitive shortcuts than others, providing relatively direct evidence for what had been suspected based on more conventional measures.
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影响因子：
5.4
作者：
JUST, MA;CARPENTER, PA
通讯作者：
CARPENTER, PA
影响因子：
3.4
作者：
Conrad, FG;Schober, MF
通讯作者：
Schober, MF
影响因子：
2.6
作者：
Rayner, K;Rotello, CM;Duffy, SA
通讯作者：
Duffy, SA
影响因子：
1.7
作者：
Land, M;Mennie, N;Rusted, J
通讯作者：
Rusted, J
影响因子：
4.1
作者：
Couper, MP;Tourangeau, R;Crawford, SD
通讯作者：
Crawford, SD