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101. Use of Eye Tracking in Cognitive Pretests (Version 1.0)

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Lenzer, Timo, GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, and Lenzer, Timo

Abstract

Cognitive pretesting is generally considered to be indispensable for the successful development of new survey questions, and hence for the quality of the data obtained by the survey. Supplementing cognitive interviewing with the method of eye tracking offers the possibility to observe eye movements of respondents in real-time providing additional information about cognitive processes of respondents. Research suggests that combining both methods helps to identify additional problems with questions that would remain undetected if only one method was applied. This contribution provides an introduction to cognitive interviewing in combination with eye tracking. The following questions are addressed: What is the rationale behind combining cognitive interviewing and eye tracking? How should eye tracking be implemented into cognitive interviewing? How can eye-tracking data be used and analyzed in the context of cognitive pretesting?

Published
2019

102. European Working Conditions Survey (EWCS): Cognitive Pretest

Author

Hadler, Patricia, Neuert, Cornelia, Lenzner, Timo, Menold, Natalja, and GESIS - Leibniz-Institut für Sozialwissenschaften

Subjects
Online-Befragung, type of employment, Fragebogen, labor, Arbeitsbedingungen, pretest, Working Conditions, Beschäftigungsform, Interview, self-employed person, Social sciences, sociology, anthropology, Erhebungstechniken und Analysetechniken der Sozialwissenschaften, Qualität, Sozialwissenschaften, Soziologie, employee, Flexibilität, questionnaire, Arbeitswelt, Selbständiger, Europe, Methods and Techniques of Data Collection and Data Analysis, Statistical Methods, Computer Methods, flexibility, Arbeitnehmer, quality, ddc:300, online survey, Europa, Arbeit
Abstract

This report contains the results of the post test of the 6th EWCS, carried out by GESIS - Leibniz Institute for the Social Sciences (Germany). The aim is to deliver insights for the interpretation of the re-sults of the 6th EWCS, and to deliver input for the development and revision of the 7th EWCS. Two major research questions are addressed. The first is to establish differences in comprehension of questions between employed and self-employed respondents. Secondly, it examines potential measurement issues related to the concept of employment and the main paid job criterion for workers in atypical working situations. For the post test a mixed-mode design was used. A cognitive online pretest in the UK, Germany, and Poland was carried out with a total of 365 employed and self-employed respondents. Face-to-face interviews with 32 respondents in Germany and Poland delivered insights on atypical working situa-tions, such as multi-activity or precarious employment.

Published
2018

103. ESS - Gerechtigkeit und Fairness: Kognitiver Pretest

Author

Neuert, Cornelia, Lenzner, Timo, Hadler, Patricia, and GESIS - Leibniz-Institut für Sozialwissenschaften

Subjects
Erhebungstechniken und Analysetechniken der Sozialwissenschaften, Sozialwissenschaften, Soziologie, European Social Survey, Fairness, questionnaire, Fragebogen, Definition, Antwortverhalten, justice, Methods and Techniques of Data Collection and Data Analysis, Statistical Methods, Computer Methods, Gerechtigkeit, Begriff, pretest, ddc:300, response behavior, Verständnis, comprehension, Social sciences, sociology, anthropology, concept
Abstract

Ausgewählte Fragen der Welle 9 des European Social Survey (ESS) sollten in einem kognitiven Pretest überprüft werden - im Fokus des Tests der Fragen stand die Überprüfung des Unterschieds zwischen den alternativen Formulierungen "fair" und "gerecht" in den jeweiligen Fragen. Ziel des kognitiven Pretests war es, zu verstehen, inwiefern die unterschiedlichen Formulierungen einen Einfluss auf das Verständnis der Fragen und das Antwortverhalten der Befragten haben. Zu diesem Zweck wurde das GESIS-Pretestlabor mit der Durchführung des kognitiven Pretests beauftragt.

Published
2018

104. Internet of Things: Cognitive Online-Pretest - October-November 2018

Author

Lenzner, Timo, Neuert, Cornelia, Hadler, Patricia, Menold, Natalja, and GESIS - Leibniz-Institut für Sozialwissenschaften

Subjects
Nutzung, utilization, Fragebogen, ddc:070, Interactive, electronic Media, information technology, pretest, Kommunikationstechnologie, data quality, Privathaushalt, survey, Datengewinnung, Social sciences, sociology, anthropology, interaktive, elektronische Medien, News media, journalism, publishing, Erhebungstechniken und Analysetechniken der Sozialwissenschaften, Internet, Sozialwissenschaften, Soziologie, Datenqualität, Informationstechnologie, questionnaire, Befragung, communication technology, data capture, Methods and Techniques of Data Collection and Data Analysis, Statistical Methods, Computer Methods, ddc:300, private household, Publizistische Medien, Journalismus,Verlagswesen
Abstract

The Pretest lab of GESIS Leibniz Institute for the Social Sciences (Germany) was assigned the task to pretest a module on the Internet of Things (IoT) to be included, if deemed appropriate, in future waves of the Community Survey on ICT Use in Households and by lndividuals conducted by the European Commission. The aim of the cognitive pretest was to optimize the questions prior to their potential administration in the actual survey and thereby to improve data quality. The inclusion of a module on IoT in the Community Survey on ICT Use in Households and by lndividuals is of interest to DG CNECT in order to monitor the evolution and adoption of recent technological solutions in this domain. GESIS tested an English and a German version of the module with British and German respondents (n=120) in a web survey. In total, respondents received open and closed probes for four items. Some of the items do not need to be changed but the results indicate for a few questions that the answer op-tions, the question order, or the German translations need to be improved. The pretest report includes recommendation to further refine the questions of the module.

Published
2018

109. Effects of the Number of Open-Ended Probing Questions on Response Quality in Cognitive Online Pretests.

Author

Neuert, Cornelia E. and Lenzner, Timo

Subjects
*OPEN-ended questions, *COGNITIVE interviewing, *STIMULUS & response (Psychology)
Abstract

Cognitive online pretests have, in recent years, become recognized as a promising tool for evaluating questions prior to their use in actual surveys. While existing research has shown that cognitive online pretests produce similar results to face-to-face cognitive interviews with regard to the problems detected and the item revisions suggested, little is known about the ideal design of a cognitive online pretest. This study examines whether the number of open-ended probing questions asked during a cognitive online pretest has an effect on the quality and depth of respondents' answers as well as on respondents' satisfaction with the survey. We conducted an experiment in which we varied the number of open-ended probing questions that respondents received during a cognitive online pretest. The questionnaire consisted of 26 survey questions, and respondents received either 13 probing questions (n = 120, short version) or 21 probing questions (n = 120, long version). The findings suggest that asking a greater number of open-ended probes in a cognitive online pretest does not undermine the quality of respondents' answers represented by the response quality indicators: (1) amount of probe nonresponse, (2) number of uninterpretable answers, (3) number of dropouts, (4) number of words, (5) response times, and (6) number and type of themes covered by the probes. Furthermore, the respondents' satisfaction with the survey is not affected by the number of probes being asked. [ABSTRACT FROM AUTHOR]

Published
2021
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111. Computer-assisted measurement and coding of educational qualifications in surveys (CAMCES): Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, and Menold, Natalja

Published
2018

114. SHARElife - Healthcare Module: Cognitive Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, and Menold, Natalja

Published
2018

115. Internet of Things: Cognitive Online-Pretest - October-November 2018

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Hadler, Patricia, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Hadler, Patricia, and Menold, Natalja

Abstract

The Pretest lab of GESIS Leibniz Institute for the Social Sciences (Germany) was assigned the task to pretest a module on the Internet of Things (IoT) to be included, if deemed appropriate, in future waves of the Community Survey on ICT Use in Households and by lndividuals conducted by the European Commission. The aim of the cognitive pretest was to optimize the questions prior to their potential administration in the actual survey and thereby to improve data quality. The inclusion of a module on IoT in the Community Survey on ICT Use in Households and by lndividuals is of interest to DG CNECT in order to monitor the evolution and adoption of recent technological solutions in this domain. GESIS tested an English and a German version of the module with British and German respondents (n=120) in a web survey. In total, respondents received open and closed probes for four items. Some of the items do not need to be changed but the results indicate for a few questions that the answer op-tions, the question order, or the German translations need to be improved. The pretest report includes recommendation to further refine the questions of the module.

Published
2018

116. Kommunikation und Information im Gesundheitswesen aus Sicht der Bevölkerung - Patientensicherheit und informierte Entscheidung (KomPaS): Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Meitinger, Katharina, Stiegler, Angelika, Beitz, Clara, Schmidt, Robin, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Meitinger, Katharina, Stiegler, Angelika, Beitz, Clara, Schmidt, Robin, and Menold, Natalja

Published
2018

117. Krankheitswissen und Informationsbedarfe - Diabetes mellitus: Fragebogen für Personen ohne Diabetes; Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Hadler, Patricia, Stiegler, Angelika, Beitz, Clara, Schmidt, Robin, Umuc, Zeynep, Reisepatt, Niklas, Sarafoglou, Andrea, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Hadler, Patricia, Stiegler, Angelika, Beitz, Clara, Schmidt, Robin, Umuc, Zeynep, Reisepatt, Niklas, Sarafoglou, Andrea, and Menold, Natalja

Published
2018

118. Comparative Study of Electoral Systems (CSES) Module 5: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Otto, Wanda, Neuert, Cornelia, Beitz, Clara, Schmidt, Robin, Stiegler, Angelika, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Otto, Wanda, Neuert, Cornelia, Beitz, Clara, Schmidt, Robin, and Stiegler, Angelika

Published
2018

119. PIAAC-Longitudinal (PIAAC-L) 2016: Hintergrundfragebogen; Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Otto, Wanda, Disch, Katharina, Beitz, Clara, Gebhardt, Stefanie, Neuert, Cornelia, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Otto, Wanda, Disch, Katharina, Beitz, Clara, Gebhardt, Stefanie, Neuert, Cornelia, and Menold, Natalja

Published
2018

120. wb-Personalmonitor 2014: Stufe 2; Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, and Otto, Wanda

Published
2018

121. PIAAC-Longitudinal (PIAAC-L) 2016 Kompetenzerwerb: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Otto, Wanda, Neuert, Cornelia, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Otto, Wanda, Neuert, Cornelia, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, and Menold, Natalja

Published
2018

122. Erwerbstätigenbefragung: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Otto, Wanda, Neuert, Cornelia, Stiegler, Angelika, Schmidt, Robin, Beitz, Clara, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Otto, Wanda, Neuert, Cornelia, Stiegler, Angelika, Schmidt, Robin, Beitz, Clara, and Menold, Natalja

Published
2018

123. Instrumententwicklung Partnerschaftsbeginn (pairfam): kognitiver Online-Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Lenzner, Timo, Beitz, Clara, Gebhardt, Stefanie, Otto, Wanda, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Lenzner, Timo, Beitz, Clara, Gebhardt, Stefanie, Otto, Wanda, and Menold, Natalja

Published
2018

124. Comparative Study of Electoral Systems (CSES) Module 5: Cognitive Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Otto, Wanda, Neuert, Cornelia, Beitz, Clara, Schmidt, Robin, Stiegler, Angelika, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Otto, Wanda, Neuert, Cornelia, Beitz, Clara, Schmidt, Robin, and Stiegler, Angelika

Published
2018

126. wb-Personalmonitor 2014: Stufe 1; Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, Best, Fabio, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, and Best, Fabio

Published
2018

129. Nationales Krebshilfe-Monitoring zur Solariennutzung: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, and Menold, Natalja

Published
2018

130. Eingabenkultur und Diktaturerfahrungen in der DDR: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Hadler, Patricia, Lenzner, Timo, Sarafoglou, Andrea, Bous, Patricia, Stiegler, Angelika, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Hadler, Patricia, Lenzner, Timo, Sarafoglou, Andrea, Bous, Patricia, Stiegler, Angelika, and Menold, Natalja

Published
2018

132. Strategies for Elderly People (STEP): Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Porst, Rolf, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, and Porst, Rolf

Published
2018

133. SHARElife - Healthcare Module: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Adams, Franziska, Disch, Katharina, Gebhardt, Stefanie, and Menold, Natalja

Published
2018

134. SHARE Gatekeeper-Project: Cognitive Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Otto, Wanda, Stiegler, Angelika, Beitz, Clara, Schmidt, Robin, Meitinger, Katharina, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Neuert, Cornelia, Otto, Wanda, Stiegler, Angelika, Beitz, Clara, Schmidt, Robin, Meitinger, Katharina, and Menold, Natalja

Published
2018

136. Krankheitswissen und Informationsbedarfe - Diabetes mellitus: Fragebogen für Personen mit Diabetes; Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Hadler, Patricia, Stiegler, Angelika, Beitz, Clara, Schmidt, Robin, Umuc, Zeynep, Reisepatt, Niklas, Sarafoglou, Andrea, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Hadler, Patricia, Stiegler, Angelika, Beitz, Clara, Schmidt, Robin, Umuc, Zeynep, Reisepatt, Niklas, Sarafoglou, Andrea, and Menold, Natalja

Published
2018

139. BIB - Familienleitbilder in Deutschland: kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Otto, Wanda, Neuert, Cornelia, Disch, Katharina, Gebhardt, Stefanie, Adams, Franziska, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Otto, Wanda, Neuert, Cornelia, Disch, Katharina, Gebhardt, Stefanie, Adams, Franziska, and Menold, Natalja

Published
2018

140. PIAAC-Panel (PIAAC-L) 2014: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, Landrock, Uta, and Menold, Natalja

Published
2018

144. Household Inflation Expectations and Preferences 2: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Adams, Franziska, Disch, Katharina, Otto, Wanda, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Adams, Franziska, Disch, Katharina, Otto, Wanda, and Menold, Natalja

Published
2018

145. A Comparison of Two Cognitive Pretesting Techniques Supported by Eye Tracking

Author

Neuert, Cornelia, Lenzner, Timo, Neuert, Cornelia, and Lenzner, Timo

Abstract

In questionnaire pretesting, supplementing cognitive interviewing with eye tracking is a promising new method that provides additional insights into respondents' cognitive processes while answering survey questions. When incorporating eye tracking into cognitive interviewing, two retrospective probing techniques seem to be particularly useful. In the first technique - retrospective probing - participants complete an online questionnaire, while cognitive interviewers monitor participants’ eye movements in an adjacent room and note down any peculiarities in their reading patterns. Afterward, the interviewers ask targeted probing questions about these peculiarities in a subsequent cognitive interview. In the second technique - gaze video cued retrospective probing - respondents are additionally shown a video of their eye movements during the cognitive interview. This video stimulus is supposed to serve as a visual cue that may better enable respondents to remember their thoughts while answering the questions. We examine whether one of the two techniques is more effective when it comes to identifying problematic survey questions. In a lab experiment, participants' eye movements (n = 42) were tracked while they completed six questions of an online questionnaire. Simultaneously, their reading patterns were monitored by an interviewer for evidence of response problems. After completion of the online survey, a cognitive interview was conducted. In the retrospective probing condition, probing questions were asked if peculiar reading patterns were observed during the eye-tracking session (e.g., rereadings of specific words or text passages). In the other condition, participants were shown a video of their recorded eye movements, in addition to receiving probing questions about the questions displayed. Results show that both techniques did not differ in terms of the total number of problems identified. However, gaze video cued retrospective probing identified fewer unique prob

Published
2018

146. RESPOND - Improving regional health system responses to the challenges of migration through tailored interventions for asylum-seekers and refugees: Kognitiver Pretest

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Hadler, Patricia, Neuert, Cornelia, Lenzner, Timo, Stiegler, Angelika, Sarafoglou, Andrea, Bous, Patricia, Reisepatt, Niklas, Menold, Natalja, GESIS - Leibniz-Institut für Sozialwissenschaften, Hadler, Patricia, Neuert, Cornelia, Lenzner, Timo, Stiegler, Angelika, Sarafoglou, Andrea, Bous, Patricia, Reisepatt, Niklas, and Menold, Natalja

Published
2018

147. Incorporating eye tracking into cognitive interviewing to pretest survey questions

Author

Neuert, Cornelia, Lenzner, Timo, Neuert, Cornelia, and Lenzner, Timo

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 and problematic questions than applying cognitive interviewing alone.

Published
2018

148. Cognitive Pretesting (Version 2.0)

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, and Otto, Wanda

Abstract

In survey research, cognitive pretesting is generally considered an essential prerequisite for the successful development of a questionnaire and thus for the quality of the data collected within the framework of a survey. This contribution provides an introduction to the topic of questionnaire pretesting and focuses especially on the planning and implementation of cognitive pretests. The following questions are addressed, in particular: What is a pretest and why should you conduct questionnaire pretests? What pretesting procedures are available and which one should you choose? What techniques are applied in cognitive pretests? How are cognitive pretests conducted? How are cognitive pretests evaluated?

Published
2018

149. Kognitives Pretesting (Version 1.1)

Author

GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, Otto, Wanda, GESIS - Leibniz-Institut für Sozialwissenschaften, Lenzner, Timo, Neuert, Cornelia, and Otto, Wanda

Abstract

Die Durchführung eines Pretests gilt in der Umfrageforschung gemeinhin als unabdingbare Voraussetzung für die erfolgreiche Entwicklung eines Fragebogens und damit für die Qualität der in einer Befragung erhobenen Daten. Dieser Beitrag bietet eine Einführung in das Thema Fragebogen-Pretesting und beschäftigt sich insbesondere mit den zentralen Fragen der Planung und Durchführung von kognitiven Pretests. Im Einzelnen werden folgende Fragen behandelt: Was ist ein Pretest und warum sollte man Fragebogen-Pretests durchführen? Welche Pretestingverfahren stehen zur Verfügung und für welches sollte ich mich entscheiden? Welche Techniken werden in kognitiven Pretests angewandt? Wie führt man kognitive Pretests durch? Wie wertet man kognitive Pretests aus?

Published
2018

150. Re-Examining the Middle Means Typical and the Left and Top Means First Heuristics Using Eye-Tracking Methodology.

Author

Höhne, Jan Karem, Lenzner, Timo, Neuert, Cornelia E, and Yan, Ting

Subjects
HEURISTIC, INTERNET surveys, SURVEYS, WRITTEN communication, EYE movements
Abstract

Web surveys are a common self-administered mode of data collection using written language to convey information. This language is usually accompanied by visual design elements, such as numbers, symbols, and graphics. As shown by previous research, such elements of survey questions can affect response behavior because respondents sometimes use interpretive heuristics, such as the " middle means typical " and the " left and top means first " heuristics when answering survey questions. In this study, we adopted the designs and survey questions of two experiments reported in Tourangeau, Couper, and Conrad (2004). One experiment varied the position of nonsubstantive response options in relation to other substantive response options and the second experiment varied the order of the response options. We implemented both experiments in an eye-tracking study. By recording respondents' eye movements, we are able to observe how they read question stems and response options and we are able to draw conclusions about the survey response process the questions initiate. This enables us to investigate the mechanisms underlying the two interpretive heuristics and to test the assumptions of Tourangeau et al. (2004) about the ways in which interpretive heuristics influence survey responding. The eye-tracking data reveal mixed results for the two interpretive heuristics. For the middle means typical heuristic, it remains somewhat unclear whether respondents seize on the conceptual or visual midpoint of a response scale when answering survey questions. For the left and top means first heuristic, we found that violations of the heuristic increase response effort in terms of eye fixations. These results are discussed in the context of the findings of the original studies. [ABSTRACT FROM AUTHOR]

Published
2021
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