Looking at how respondents look at survey questions

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Other Title
  • 視線追跡で明らかにする調査回答過程
  • 視線追跡で明らかにする調査回答過程 : 政党支持質問と価値観質問における順序効果
  • シセン ツイセキ デ アキラカ ニ スル チョウサ カイトウ カテイ : セイトウ シジ シツモン ト カチカン シツモン ニ オケル ジュンジョ コウカ
  • 政党支持質問と価値観質問における順序効果
  • Eye-tracking examination of response order effects in party support question and value batteries

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Abstract

In the field of survey method research, it has been left as a ‘black box’ as to how respondents look at survey questions. This paper directly examines the eye movements of respondents through the use of eye-tracking devices. In so doing, we investigate so-called response order effects, primacy effects in particular, where response choices displayed earlier tend to be chosen more often than the later choices if the response items are given visually. We hypothesize that primacy effects would occur when question items are made of valence items which respondents cannot readily distinguish at first sight, while primacy effects would not occur when the questions are composed of position items which respondents can easily distinguish with their prior knowledge. Our analyses of response data with randomly displayed items and of eyetracking data indeed lend support to this general hypothesis that primacy effects are contingent upon the type of questions.

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Details

  • CRID
    1390282680280655488
  • NII Article ID
    130006302166
    40020176358
  • NII Book ID
    AN10035687
  • DOI
    10.14854/jaes.30.1_31
  • ISSN
    18840353
    09123512
  • NDL BIB ID
    025743385
  • Text Lang
    ja
  • Data Source
    • JaLC
    • NDL
    • CiNii Articles
    • KAKEN
  • Abstract License Flag
    Disallowed

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