By Natalja Menold, Lars Kaczmirek, Timo Lenzner and Ales Neusar
This article examines attention processes and respondents’ burden in using verbal labels in rating scales. Attention was tracked in a laboratory setting employing eye-tracking technology. The results of the two experiments are presented: One applied seven and the other applied five categories in rating scales comparing END and ALL forms (n = 47 in each experiment).
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I found this article very interesting.It is very simple issue,but such a serious issue in realation to our data. It is very unique research, and students do use rating scale with interview method, I have always wondered if it could lead to bias. Even if they are using non verbal communiation it can be to some extent add bias because all staemnts may not be realistic to respondent.