Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/91670
Authors: 
Kaminska, Olena
Foulsham, Tom
Year of Publication: 
2013
Series/Report no.: 
ISER Working Paper Series 2013-07
Abstract: 
Eye-tracking is becoming a popular testing tool to understand how different forms of asking questions influence respondents' answers. Until now, due to the ease of eye-tracking on PC, this method has almost exclusively been used to test questions in web/PC mode. Our paper extends the application of eye-tracking to other modes with a visual component, including self-administered paper and pencil (SAQ) and face-to-face with show-cards (PAPI) in a realistic interview set up. The current article reports on a feasibility study of using a real-world eye-tracker to measure visual attention in the modes with visual component.
Subjects: 
eye-tracking
mode effect
primacy effect
show cards
JEL: 
C81
C83
Document Type: 
Working Paper

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