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.

Konferenzbeitrag | Veröffentlicht | Englisch
 
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Abstract / Bemerkung
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.
Stichworte
Eyertracking; Mouselab Choice-based Conjoint Analyse; Information processing
Erscheinungsjahr
2011
Titel des Konferenzbandes
Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California
Seite(n)
151-170
Page URI
https://pub.uni-bielefeld.de/record/2495302

Zitieren

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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