Using Eye-Tracking Methodology to Study Grid Question Designs in Web Surveys

Abstract Grid questions are frequently employed in web surveys due to their assumed response efficiency. In line with this, many previous studies have found shorter times for grid compared item-by-item formats. Our contribution this literature is investigate how altering the question format affects behavior and depth of cognitive processing when answering both To answer these questions, we implemented an experiment three eye-tracking study. Each consisted a set ten items which respondents answered either on single page (large grid), two pages five each (small or separate (item-by-item). We did not find substantial differences overall, while stem scale labels was significantly higher design than large all questions. We, however, that item question, often refer surrounding making judgement. discuss findings limitations our study provide suggestions practical decisions.