The Decision Process Equivalency of Electronic Versus Pencil-and-Paper Data Collection Methods

An experiment was conducted comparing electromc versus pencil-and-paper data collection methods. The consistent Ending was that the electromc data collection method displayed more stability across levels of the methodological variables. No significant differences were found in the responses received for the data collection methods or interactions. The findings for these two primary topics of study combined with the absence of significant differences across data collection methods for measures of three additional variables, involvement with the product, attitude toward survey research and questionnaire completion time, lead to the conclusion that electronic and pencil-and-paper data collection approaches provide data that is equivalent and interchangeable in many if not all ways. Keywords Electromc data collection, data collection methods, response effects, decision processes, protocol analysis, survey research.

[1]  M. Sujan,et al.  Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments , 1985 .

[2]  J. Sonquist.  Survey and opinion research , 1977 .

[3]  S. Rachman.  The primacy of affect: Some theoretical implications , 1981 .

[4]  R. Zajonc.  Feeling and thinking : Preferences need no inferences , 1980 .

[5]  J. Liefeld,et al.  Response Effects in Computer-Administered Questioning , 1988 .

[6]  John Short,et al.  The social psychology of telecommunications , 1976 .

[7]  Eli P. Cox,et al.  The Optimal Number of Response Alternatives for a Scale: A Review , 1980 .

[8]  E. Hirschman,et al.  The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun , 1982 .

[9]  J. Bettman,et al.  Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis , 1980 .

[10]  T. Gleason,et al.  Survey and Opinion Research: Procedures for Processing and Analysis , 1978 .

[11]  Don A. Dillman,et al.  Chapter 10 – Mail and Other Self-Administered Questionnaires1 , 1983 .

[12]  Peter Wright,et al.  Product Class Advertising Effects on First-Time Buyers' Decision Strategies , 1980 .

[13]  Seymour Sudman,et al.  Response Effects in Surveys: A Review and Synthesis , 1974 .

[14]  Peter Wright.  Message-Evoked Thoughts: Persuasion Research Using Thought Verbalizations , 1980 .

[15]  James G. Helgeson,et al.  Price Expectation and Price Recall Error: An Empirical Study , 1987 .

[16]  John A. Sonquist,et al.  Survey and Opinion Research: Procedures for Processing and Analysis , 1978 .

[17]  Lee Sproull,et al.  Using Electronic Mail for Data Collection in Organizational Research , 1986 .

[18]  K. A. Ericsson,et al.  Protocol Analysis: Verbal Reports as Data , 1984 .

[19]  J. Bachman,et al.  Effects of Questionnaire Length on Response Quality , 1981 .

[20]  S. Kiesler,et al.  Response Effects in the Electronic Survey , 1986 .

[21]  Sara Kiesler,et al.  Social psychological aspects of computer-mediated communication , 1984 .

[22]  Gilbert A. Churchill,et al.  Relationships among Research Design Choices and Psychometric Properties of Rating Scales: A Meta-Analysis , 1986 .