IDEAS home Printed from https://ideas.repec.org/a/sae/somere/v50y2021i1p175-201.html
   My bibliography  Save this article

Respondent Processing of Images in Web Surveys

Author

Listed:
  • Nuttirudee Charoenruk
  • Mathew Stange

Abstract

Most research on images in surveys has examined how images affect answers to questions, which are known as visual context effects. Less frequently studied is how respondents process images in surveys and how variation in processing impacts observing visual context effects. Using data from two eye-tracking studies, we found that less than half of the respondents looked at the images in our surveys and that rates of looking at the images and time spent processing them significantly differed by gender. Additionally, we found that those who looked at the images for at least 60 milliseconds had their responses influenced by the images. The visual context effects did not occur for respondents who did not fixate on the images. Our findings suggest researchers must be cautious when placing images in surveys, given the possibility of visual context effects and variation of these effects by whether respondents fixate on the images, which could vary among subgroups.

Suggested Citation

  • Nuttirudee Charoenruk & Mathew Stange, 2021. "Respondent Processing of Images in Web Surveys," Sociological Methods & Research, , vol. 50(1), pages 175-201, February.
    • Handle: RePEc:sae:somere:v:50:y:2021:i:1:p:175-201
    DOI: 10.1177/0049124118769105
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0049124118769105
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0049124118769105?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:somere:v:50:y:2021:i:1:p:175-201. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.