Comparing Oral Interviewing with Self-Administered Computerized QuestionnairesAn Experiment
| Autor: | LinChiat Chang, Jon A. Krosnick |
|---|---|
| Rok vydání: | 2010 |
| Předmět: |
Predictive validity
History Sociology and Political Science Interview business.industry Communication Applied psychology Concurrent validity General Social Sciences Response bias History and Philosophy of Science Satisficing The Internet Cognitive skill business Intercom Psychology Social psychology |
| Zdroj: | Public Opinion Quarterly. 74:154-167 |
| ISSN: | 1537-5331 0033-362X |
| DOI: | 10.1093/poq/nfp090 |
| Popis: | A previous field experiment conducted via national surveys showed that data collected via the Internet manifested higher concurrent and predictive validity and less random and systematic measurement error than data collected via telephone interviewing. To ascertain the extent to which these differences were attributable to mode per se ,a laboratory experiment was conducted in which respondents were ran- domly assigned to answer questions either on a computer or over an intercom with an interviewer. Replicating findings from the national surveys, the laboratory experiment indicated higher concurrent validity, less survey satisficing, and less social desirability response bias in the computer mode than in the intercom mode. The mode difference in con- current validity and non-differentiation was most pronounced among respondents with more limited cognitive skills. Taken together, these results suggest a potential inherent advantage of questionnaire self- administration on the computer over telephone administration. As researchers are increasingly interested in conducting surveys via the Inter- net, it is important to understand whether shifting from oral administration of questions (in telephone or face-to-face interviews) to computer self-adminis- tered interviewing changes the answers that respondents provide. This paper reports the results of a laboratory experiment designed to assess the impact of this mode shift on survey responses. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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