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Real-world Eye-tracking in Face-to-face, Web and SAQ Modes

Olena Kaminska () and Tom Foulsham

No 2013-07, ISER Working Paper Series from Institute for Social and Economic Research

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.

Date: 2013-06-13
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