Incorporating eye tracking into cognitive interviewing to pretest survey questions

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-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

Object Details

• Location: Deutsche Nationalbibliothek Frankfurt am Main
• Extent: Online-Ressource
• Language: Englisch
• Notes: Postprint ; begutachtet (peer reviewed) ; In: International Journal of Social Research Methodology ; 19 (2016) 5 ; 501-519

Classification and Topics

• Classification: Sozialwissenschaften, Soziologie, Anthropologie

Contributors, Places and Time

• Event: Veröffentlichung
• (where): Mannheim
• (when): 2016
• Creator: Neuert, Cornelia ; Lenzner, Timo

Further information

• DOI: 10.1080/13645579.2015.1049448
• URN: urn:nbn:de:0168-ssoar-58065-2
• Rights: Open Access unbekannt; Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
• Last update: 25.03.2025, 1:50 PM CET