O processamento da informação e o rastreamento ocular em pré-teste de pesquisa

Detalhes bibliográficos
Autor(a) principal: Tontini, Julia
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Manancial - Repositório Digital da UFSM
Texto Completo: http://repositorio.ufsm.br/handle/1/25677
Resumo: The interest in understanding how information is processed by the human mind has increased considerably. With regard to the processing of information in the collection and interpretation of research data, different problems can cause serious errors, therefore, the survey pretesting is an important means to identify the variety of these problems that may contain in the questions, because these need to be well formulated and understood by respondents and interviewers. In this sense, new methodologies are being used as an alternative to minimize errors in the collection of research data. Thus, this research aims to investigate whether the use of eye tracking associated with cognitive interviewing is an effective complement in identifying problems in survey pretesting. For that, a quasi-experiment was carried out, with the use of eye tracking and cognitive interview to collect the data. In the control condition, the subjects answered an online questionnaire, while peculiar response behaviors were observed, to then undergo a cognitive interview with pre-programmed and probing questions. In the experimental treatment, eye movements were tracked while the subjects answered the same online questionnaire, observing peculiar reading behaviors and subsequently conducting the cognitive interview. With this, the two approaches were compared, in relation to the number of problems identified, types of problems and numbers of problematic questions. The questionnaire used was the General Decision-Making Style Inventory (GDMS) by Scott and Bruce (1995), which previously went through, in this research, a translation and cross-cultural adaptation. From the participation of 40 individuals, descriptive analyzes and inferential statistics were performed. As a result, it was found that the use of eye tracking associated with cognitive interviewing is an effective complement in identifying problems in survey pretesting, as it detected more problematic statements and made it possible to find more problems, as well as to determine the types of problems in research pretest questions.
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spelling O processamento da informação e o rastreamento ocular em pré-teste de pesquisaInformation processing and eye tracking in survey pretestingPré-teste de pesquisaProcessamento da informaçãoRastreamento ocularSurvey pretestingInformation processingEye trackingCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOThe interest in understanding how information is processed by the human mind has increased considerably. With regard to the processing of information in the collection and interpretation of research data, different problems can cause serious errors, therefore, the survey pretesting is an important means to identify the variety of these problems that may contain in the questions, because these need to be well formulated and understood by respondents and interviewers. In this sense, new methodologies are being used as an alternative to minimize errors in the collection of research data. Thus, this research aims to investigate whether the use of eye tracking associated with cognitive interviewing is an effective complement in identifying problems in survey pretesting. For that, a quasi-experiment was carried out, with the use of eye tracking and cognitive interview to collect the data. In the control condition, the subjects answered an online questionnaire, while peculiar response behaviors were observed, to then undergo a cognitive interview with pre-programmed and probing questions. In the experimental treatment, eye movements were tracked while the subjects answered the same online questionnaire, observing peculiar reading behaviors and subsequently conducting the cognitive interview. With this, the two approaches were compared, in relation to the number of problems identified, types of problems and numbers of problematic questions. The questionnaire used was the General Decision-Making Style Inventory (GDMS) by Scott and Bruce (1995), which previously went through, in this research, a translation and cross-cultural adaptation. From the participation of 40 individuals, descriptive analyzes and inferential statistics were performed. As a result, it was found that the use of eye tracking associated with cognitive interviewing is an effective complement in identifying problems in survey pretesting, as it detected more problematic statements and made it possible to find more problems, as well as to determine the types of problems in research pretest questions.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESO interesse em compreender como a informação é processada pela mente humana aumentou consideravelmente. No que se refere ao processamento da informação na coleta e interpretação de dados de pesquisa, diferentes problemas podem ocasionar graves erros, para tanto, o pré-teste de pesquisa é um importante meio para identificar a variedade desses problemas que podem conter nas perguntas, pois essas precisam ser bem formuladas e entendidas pelos respondentes e entrevistadores. Nesse sentido, novas metodologias estão sendo utilizadas como alternativa à minimização dos erros na coleta de dados de pesquisa. Dessa forma, esta pesquisa tem por objetivo investigar se o uso do rastreamento ocular (eye tracking) associado à entrevista cognitiva é um complemento eficaz na identificação de problemas em pré-teste de pesquisa. Para tanto, realizou-se um quase-experimento, com o uso do rastreamento ocular e a entrevista cognitiva para coletar os dados. Na condição de controle, os sujeitos responderam a um questionário online, enquanto comportamentos de resposta peculiar eram observados, para, em seguida, submeter a uma entrevista cognitiva com perguntas pré-programadas e de sondagem. No tratamento experimental, os movimentos oculares foram rastreados enquanto os sujeitos respondiam ao mesmo questionário online, observando comportamentos de leitura peculiar e realizando posteriormente a entrevista cognitiva. Com isso, comparou-se as duas abordagens, em relação ao número de problemas identificados, tipos de problemas e números de perguntas problemáticas. O questionário utilizado foi o General Decision-Making Style Inventory (GDMS) - Inventário Geral de Estilos de Tomada de Decisão de Scott e Bruce (1995), que passou anteriormente, nesta pesquisa, por uma tradução e adaptação transcultural. A partir da participação de 40 indivíduos, foram realizadas análises descritivas e estatísticas inferenciais. Como resultado, verificou-se que o uso do rastreamento ocular (eye tracking) associado à entrevista cognitiva é um complemento eficaz na identificação de problemas em pré-teste de pesquisa, pois detectou mais afirmativas problemáticas e propiciou constatar mais problemas, bem como determinar os tipos de problemas em perguntas de pré-teste de pesquisa.Universidade Federal de Santa MariaBrasilAdministraçãoUFSMPrograma de Pós-Graduação em AdministraçãoCentro de Ciências Sociais e HumanasLehnhart, Eliete dos Reishttp://lattes.cnpq.br/4996862852253906Corso, Kathiane BenedettiLöbler, Mauri LeodirTontini, Julia2022-07-28T17:56:15Z2022-07-28T17:56:15Z2021-03-29info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://repositorio.ufsm.br/handle/1/25677porAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSM2022-07-28T17:56:15Zoai:repositorio.ufsm.br:1/25677Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2022-07-28T17:56:15Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false
dc.title.none.fl_str_mv O processamento da informação e o rastreamento ocular em pré-teste de pesquisa
Information processing and eye tracking in survey pretesting
title O processamento da informação e o rastreamento ocular em pré-teste de pesquisa
spellingShingle O processamento da informação e o rastreamento ocular em pré-teste de pesquisa
Tontini, Julia
Pré-teste de pesquisa
Processamento da informação
Rastreamento ocular
Survey pretesting
Information processing
Eye tracking
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short O processamento da informação e o rastreamento ocular em pré-teste de pesquisa
title_full O processamento da informação e o rastreamento ocular em pré-teste de pesquisa
title_fullStr O processamento da informação e o rastreamento ocular em pré-teste de pesquisa
title_full_unstemmed O processamento da informação e o rastreamento ocular em pré-teste de pesquisa
title_sort O processamento da informação e o rastreamento ocular em pré-teste de pesquisa
author Tontini, Julia
author_facet Tontini, Julia
author_role author
dc.contributor.none.fl_str_mv Lehnhart, Eliete dos Reis
http://lattes.cnpq.br/4996862852253906
Corso, Kathiane Benedetti
Löbler, Mauri Leodir
dc.contributor.author.fl_str_mv Tontini, Julia
dc.subject.por.fl_str_mv Pré-teste de pesquisa
Processamento da informação
Rastreamento ocular
Survey pretesting
Information processing
Eye tracking
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
topic Pré-teste de pesquisa
Processamento da informação
Rastreamento ocular
Survey pretesting
Information processing
Eye tracking
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description The interest in understanding how information is processed by the human mind has increased considerably. With regard to the processing of information in the collection and interpretation of research data, different problems can cause serious errors, therefore, the survey pretesting is an important means to identify the variety of these problems that may contain in the questions, because these need to be well formulated and understood by respondents and interviewers. In this sense, new methodologies are being used as an alternative to minimize errors in the collection of research data. Thus, this research aims to investigate whether the use of eye tracking associated with cognitive interviewing is an effective complement in identifying problems in survey pretesting. For that, a quasi-experiment was carried out, with the use of eye tracking and cognitive interview to collect the data. In the control condition, the subjects answered an online questionnaire, while peculiar response behaviors were observed, to then undergo a cognitive interview with pre-programmed and probing questions. In the experimental treatment, eye movements were tracked while the subjects answered the same online questionnaire, observing peculiar reading behaviors and subsequently conducting the cognitive interview. With this, the two approaches were compared, in relation to the number of problems identified, types of problems and numbers of problematic questions. The questionnaire used was the General Decision-Making Style Inventory (GDMS) by Scott and Bruce (1995), which previously went through, in this research, a translation and cross-cultural adaptation. From the participation of 40 individuals, descriptive analyzes and inferential statistics were performed. As a result, it was found that the use of eye tracking associated with cognitive interviewing is an effective complement in identifying problems in survey pretesting, as it detected more problematic statements and made it possible to find more problems, as well as to determine the types of problems in research pretest questions.
publishDate 2021
dc.date.none.fl_str_mv 2021-03-29
2022-07-28T17:56:15Z
2022-07-28T17:56:15Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://repositorio.ufsm.br/handle/1/25677
url http://repositorio.ufsm.br/handle/1/25677
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Maria
Brasil
Administração
UFSM
Programa de Pós-Graduação em Administração
Centro de Ciências Sociais e Humanas
publisher.none.fl_str_mv Universidade Federal de Santa Maria
Brasil
Administração
UFSM
Programa de Pós-Graduação em Administração
Centro de Ciências Sociais e Humanas
dc.source.none.fl_str_mv reponame:Manancial - Repositório Digital da UFSM
instname:Universidade Federal de Santa Maria (UFSM)
instacron:UFSM
instname_str Universidade Federal de Santa Maria (UFSM)
instacron_str UFSM
institution UFSM
reponame_str Manancial - Repositório Digital da UFSM
collection Manancial - Repositório Digital da UFSM
repository.name.fl_str_mv Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)
repository.mail.fl_str_mv atendimento.sib@ufsm.br||tedebc@gmail.com
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