Catholic University of Eichstätt-Ingolstadt, Eichstätt, Germany.
Kellogg School of Management, Northwestern University, Evanston, USA.
Psychometrika. 2022 Jun;87(2):620-665. doi: 10.1007/s11336-021-09814-w. Epub 2021 Oct 26.
Ideally, survey respondents read and understand survey instructions, questions, and response scales, and provide answers that carefully reflect their beliefs, attitudes, or knowledge. However, respondents may also arrive at their responses using cues or heuristics that facilitate the production of a response, but diminish the targeted information content. We use eye-tracking data as covariates in a Bayesian switching-mixture model to identify different response behaviors at the item-respondent level. The model distinguishes response behaviors that are predominantly influenced either positively or negatively by the previous response, and responses that reflect respondents' preexisting knowledge and experiences of interest. We find that controlling for multiple types of adaptive response behaviors allows for a more informative analysis of survey data and respondents.
理想情况下，调查对象阅读并理解调查说明、问题和反应量表，并提供认真反映其信念、态度或知识的答案。然而，调查对象也可能使用线索或启发式方法来得出答案，这些方法虽然方便了答案的产生，但却降低了目标信息的含量。我们在贝叶斯切换混合模型中使用眼动追踪数据作为协变量，以在项目-调查对象层面上识别不同的反应行为。该模型区分了主要受到前一个反应正向或负向影响的反应行为，以及反映调查对象预先存在的知识和兴趣经验的反应行为。我们发现，控制多种类型的适应性反应行为可以更有效地分析调查数据和调查对象。
