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Web Survey Bibliography

Title Use of Eye Tracking for Studying Survey Response Processes
Year 2011
Access date 02.02.2013
Abstract

This chapter discusses the use of eye-tracking techniques in survey research. We start with a discussion of research questions that eye-tracking can help answer. We then present a brief overview and history of eye-tracking techniques, and give more details about the technologies that are currently most feasible for survey researchers. We continue with a discussion of the relative methodological, technical, and analytical advantages and disadvantages of eye-tracking over more traditional, indirect methods for tracking respondents behavior (such as measuring response times, recording changes in answers, and tracking mouse clicks and movements). Finally, we present a summary of a series of recent experiments in which respondents' eye movements were tracked while they were completing a CASI survey.

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Year of publication2011
Bibliographic typeBook section
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Web survey bibliography - 2011 (358)

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