A NOTE ON THE RESPONSE EFFECTS OF LABORATORY-LOCATED VERSUS RESPONDENT-LOCATED COMPUTER-ADMINISTERED QUESTIONING

Citation
Ed. Jaffe et H. Pasternak, A NOTE ON THE RESPONSE EFFECTS OF LABORATORY-LOCATED VERSUS RESPONDENT-LOCATED COMPUTER-ADMINISTERED QUESTIONING, Industrial marketing management, 26(3), 1997, pp. 237-243
Citations number
19
Categorie Soggetti
Management,Business
ISSN journal
00198501
Volume
26
Issue
3
Year of publication
1997
Pages
237 - 243
Database
ISI
SICI code
0019-8501(1997)26:3<237:ANOTRE>2.0.ZU;2-R
Abstract
This article reports the results of a study of response effects owing to the use of computer-administered questioning (CAQ). Two types of CA Q were used: PCs used in a laboratory setting and notebook computers u sed in respondent locations. Note book computers used in respondent lo cations (much like personal interviews) resulted in the highest rate o f response: 73%. Two response effects were investigated, the degree of halo bias and degree of acquiescence. It was found that laboratory CA Q generated less halo and the same degree of acquiescence bias than di d the use of notebook computers, although the response rate for a labo ratory session was low. Both CAQ methods were preferable to the use of self-administered questionnaires. (C) Elsevier Science Inc., 1997.