Truth in measurement: comparing web-based interviewing techniques

Randall Thomas, Mick P. Couper, John Bremer and George Terhanian

This paper reviews a number of studies that have examined visual, interactive tasks in online surveys in comparison to other verbal, and less interactive, alternatives.

Truth in measurement: comparing web-based interviewing techniques

Randall Thomas, John Bremer and George TerhanianHarris Interactive, United States

Mick P. CouperInstitute for Social Research, University of Michigan, United States

INTRODUCTION

When constructing a survey we face many choices: which questions to ask or tasks to present, how to present them, what responses, if any, to provide, and what contextual information to provide. In self-administered surveys, contextual information is usually relied upon more heavily by survey designers to make the questions or tasks easier to understand, recall facts relevant to the topic, or make responses more...

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