Journal Article
Eye-tracking social desirability bias
Authors
Publication date
Apr 2016
Summary
Eye tracking is now a common technique studying the moment-by-moment cognition of those processing visual information. Yet this technique has rarely been applied to different survey modes. Our paper uses an innovative method of real-world eye tracking to look at attention to sensitive questions and response scale points, in Web, face-to-face and paper-and-pencil self-administered (SAQ) modes. We link gaze duration to responses in order to understand how respondents arrive at socially desirable or undesirable answers. Our novel technique sheds light on how social desirability biases arise from deliberate misreporting and/or satisficing, and how these vary across modes.
Published in
BMS: Bulletin of Sociological Methodology
Volume and page numbers
130 , 73 -89
ISSN
16
Subjects
Survey Methodology and Social Psychology
Links
University of Essex, Albert Sloman Library Periodicals *restricted to University of Essex registered users* - http://serlib0.essex.ac.uk/record=b1752742~S5
Notes
Hilary Doughty Research Library - serial sequence - indexed article
Related publications
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Understanding sources of social desirability bias in different modes: evidence from eye-tracking
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Understanding sources of social desirability bias in different modes: evidence from eye-tracking
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