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Computer interactive interviewing in survey research
Author(s) -
Synodinos Nicolaos E.,
Brennan Jerry M.
Publication year - 1988
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220050203
Subject(s) - interview , comparability , psychology , microcomputer , applied psychology , cognitive interview , software , psychological research , social psychology , data science , computer science , cognition , sociology , telecommunications , chip , mathematics , combinatorics , neuroscience , anthropology , programming language
Software packages for microcomputer interactive questionnaires are becoming readily available to researchers in marketing, psychology, sociology, political science, etc. Preliminary findings suggest that the advantages of computerizing survey questionnaires generally outweigh the disadvantages. In addition, computer interactive questionnaires provide a practical means for conducting programmatic research, which includes the gamut from controls for order effects to investigations of basic psychological and social behaviors. Future studies should investigate in greater depth and with appropriate controls the strengths, limitations and comparability of the new approaches vis‐à‐vis traditional techniques. In these studies the contribution of various branches of psychology can be substantial.