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
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.