Computer interactive interviewing in survey research

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-a-vis traditional techniques. In these studies the contribution of various branches of psychology can be substantial.

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