Which Scale Direction is More Difficult for Respondents to Use? An Eye-tracking Study
Ting Yan
Abstract:Scale direction is found to affect response distributions by yielding more selections of scale points closer to the beginning of the scale. Although this phenomenon has been empirically demonstrated in different modes of data collection for respondents with different demographic characteristics, it is not clear which scale direction is cognitively difficult for respondents to use. Eye-tracking is used to address this research question because it provides a direct window into how respondents process survey ques… Show more
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