自記式調査における回答行動のアイトラッキングによる分析 (2) : Web 調査用質問画面での質問・回答型式の比較

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  • An Eye-tracking Analysis of Responses to Self-administered Questionnaires (2) : Comparison of Response Behaviors to Various Question and Answer Types in a Web Survey
  • ジキシキ チョウサ ニ オケル カイトウ コウドウ ノ アイトラッキング ニ ヨル ブンセキ(2)Web チョウサヨウ シツモン ガメン デ ノ シツモン ・ カイトウ ケイシキ ノ ヒカク

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説明

In order to investigate how the visual characteristics of different question and answer types affect the respondent's response burden in self-administered surveys, a project was conducted to analyze the eye movements of respondents during their responses using eye tracking. The experiment was conducted in two types of surveys, a mail survey and a web survey, using the same questions and answer choices as much as possible. This paper (Report 2) reports the results of one of these surveys, the Web survey. Fifty-six university students (28 males and 28 females each) were asked to enter their answers into the designated answer boxes by clicking the mouse while looking directly at the questions and answer choices presented on the PC monitor. While they were answering the questions, the eye movements of the subjects were recorded by an eye tracker. The results of the analysis revealed the following findings: a) For questions using the multiplechoice method, the presentation of answer choices with morphologically similar expressions together in the arrangement of answer choices reduces the respondent's response burden; b) For questions using the classification method, cognitive processing becomes more complex and visual attention increases as the number of answer choices increases; c) Contrary to the general image that questions using open-ended questions are burdensome for respondents, when the number of input characters is small, the response burden is lower than in the multiple-choice method, where the number of answer choices is large.

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