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. Sawtooth Software (Ed); 151-170.
Konferenzbeitrag
| Veröffentlicht | Englisch
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herausgebende Körperschaft
Sawtooth Software
Einrichtung
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: Sawtooth Software, ed. 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. In Sawtooth Software (Ed.), Proceedings of the Sawtooth Software Conference 2010, Newport Beach, California (pp. 151-170).
Meißner, Martin, Scholz, Sören, and Decker, Reinhold. 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, ed. Sawtooth Software, 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, Sawtooth Software ed. 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 Sawtooth Software, ed. 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, Sawtooth Software, ed., 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. In: Sawtooth Software (ed.) 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. Ed. Sawtooth Software. 2011. 151-170.
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