Changing Data Collection Methods Means Different Kind of Data.

Gerd Meier

Information technology has improved to such an extent that computer assistance is now possible for telephone interviews (CATI) as well as for personal interviews (CAPI).

Changing Data Collection Methods Means Different Kind of Data.

Gerd MeierGfK Data Services GmbH, Germany

INTRODUCTION

Up until the beginning of the 1980's, market researchers had no difficulty in choosing their method for conducting representative market researches. Then, it was not possible to conduct telephone interviews because of inadequate telephone penetration and the technique of a computer-assisted personal interview was not yet available. Therefore, apart from the mailing of the questionnaire, the personal interview with its paper-and-pencil method (PPI) was the only method practicable for market researchers.

This situation has changed. Hippler and Beckenbach (1992) questioned critically if the...

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