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Real or Virtual? Response Behavior in Video-Enhanced Self-Administered Computer Interviews

Johannes Kepler University Linz

This article compares response behavior in video-enhanced self-administered questionnaires with three standard methods: paper-and-pencil, face-to-face, and audio-enhanced self-administered questionnaires. Although its scope is limited, and only small mode differences were observed, preliminary results suggest that video-enhanced interviews may produce more valid responses in that they are less contaminated by social desirability. Knowledge of video elements integrated in self-administered questionnaires has so far been limited. This study attempts to build a tentative theoretical framework for the interpretation of the mode differences established in the course of this research.

Key Words: survey mode • social interfaces • data quality • sensitive questions • social desirability

This version was published on November 1, 2008

Field Methods, Vol. 20, No. 4, 356-376 (2008)
DOI: 10.1177/1525822X08320057


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