1988
DOI: 10.1002/mar.4220050203
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Computer interactive interviewing in survey research

Abstract: 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 soci… Show more

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Cited by 29 publications
(11 citation statements)
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“…With the increasing availability of computer technology in schools, computerized surveys may offer an attractive alternative to paper-and-pencil versions in terms of respondent preference and savings in administrative and data processing costs (Synodinos and Brennan, 1988). However, because of the likely reliance on existing computer laboratories, the validity of reports of sensitive information may be compromised unless factors related to physical setting, such as distance between students and computer user interface, are taken into account.…”
Section: Resultsmentioning
confidence: 97%
“…With the increasing availability of computer technology in schools, computerized surveys may offer an attractive alternative to paper-and-pencil versions in terms of respondent preference and savings in administrative and data processing costs (Synodinos and Brennan, 1988). However, because of the likely reliance on existing computer laboratories, the validity of reports of sensitive information may be compromised unless factors related to physical setting, such as distance between students and computer user interface, are taken into account.…”
Section: Resultsmentioning
confidence: 97%
“…These benefits include the automated scoring, synthesis of information, and report generation (Erdman, Klein, & Greist, 1985;Marks & Fisher, 1987;Synodinos & Brennan, 1988), coupled with the appeal of computers to technologically savvy adolescents (Anderson, 1992;Hallfors et al, 2000;Johnston & Walton, 1995;Paperny et al, 1990). In the current context of rather severe time constraints placed on health providers, a computerized, selfadministered screener may represent the only viable method by which providers can administer care in accord with the national guidelines that recommend adolescents be screened in primary care for a variety of behavioral health risks.…”
Section: Discussionmentioning
confidence: 99%
“…If applied properly, surveys allow researchers collect inexpensive, quick, and effective data with less effort due to simple administration of questionnaires. Use of sample surveys has been so pervasive that most knowledge of societal trends and lifestyles comes from studies using this method of data gathering (Synodinos & Brennan, 1988), and the survey approach has been by far the most common method of primary data collection in marketing research (Malhotra, 1993, p. 189). This growth of survey research is related to the simple idea that to find out what people think, one should ask them (Zikmund, 1994, p. 171).…”
Section: Introductionmentioning
confidence: 99%