Using Eyetracking and Mouselab to Examine How Respondents Process Information in Choice-based Conjoint Analysis

Meißner M, Scholz S, Decker R (2011)
In: Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California. 151-170.

Conference Paper | Published | English

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Abstract
Information processing is a black box in CBC. However, cognitive psychology has shown that most respondents limit information processing when making choices. This paper investigates respondents’ information acquisition behavior by means of process tracing techniques and discusses the impact on the design of CBC surveys with respect to information overload, interview length, unacceptable attribute levels and respondent learning.
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Meißner M, Scholz S, Decker R. Using Eyetracking and Mouselab to Examine How Respondents Process Information in Choice-based Conjoint Analysis. In: Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California. 2011: 151-170.
Meißner, M., Scholz, S., & Decker, R. (2011). Using Eyetracking and Mouselab to Examine How Respondents Process Information in Choice-based Conjoint Analysis. Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California, 151-170.
Meißner, M., Scholz, S., and Decker, R. (2011). “Using Eyetracking and Mouselab to Examine How Respondents Process Information in Choice-based Conjoint Analysis” in Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California 151-170.
Meißner, M., Scholz, S., & Decker, R., 2011. Using Eyetracking and Mouselab to Examine How Respondents Process Information in Choice-based Conjoint Analysis. In Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California. pp. 151-170.
M. Meißner, S. Scholz, and R. Decker, “Using Eyetracking and Mouselab to Examine How Respondents Process Information in Choice-based Conjoint Analysis”, Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California, 2011, pp.151-170.
Meißner, M., Scholz, S., Decker, R.: Using Eyetracking and Mouselab to Examine How Respondents Process Information in Choice-based Conjoint Analysis. Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California. p. 151-170. (2011).
Meißner, Martin, Scholz, Sören, and Decker, Reinhold. “Using Eyetracking and Mouselab to Examine How Respondents Process Information in Choice-based Conjoint Analysis”. Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California. 2011. 151-170.
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