Although researchers generally attempt to minimize complexity, some subject areas still require relatively complex questionnaires.
For example, the sequence of number of questions asked often depends on the answer to previous questions.
A respondent seeing a questionnaire of this type for the first time can easily become confused or discouraged.
Thus, computer, personal, and telephone interviews are better suited to collect this type of information than are mail interviews.
Other aspects of complexity also tend to favor the use of personal or computer interviews. Visual cues are necessary for many projective techniques, such as the picture response.
Multiple-choice questions often require a visual presentation of the alternatives because the respondent cannot remember More than a few when they are presented orally.
However, most attitude scales can be administered via
the phone.
The telephone, and often mail, are inappropriate for studies that require the respondent to react to the actual product, advertising copy, package design, or other physical characteristics.
Techniques that require relatively complex instructions are best administered by means of personal inter-views.
Similarly if the response required by the technique is -extensive, such as with many conjoint analysis studies, personal inter-views are better, with computers second.
Although researchers generally attempt to minimize complexity, some subject areas still require relatively complex questionnaires.
For example, the sequence of number of questions asked often depends on the answer to previous questions.
A respondent seeing a questionnaire of this type for the first time can easily become confused or discouraged.
Thus, computer, personal, and telephone interviews are better suited to collect this type of information than are mail interviews.
Other aspects of complexity also tend to favor the use of personal or computer interviews. Visual cues are necessary for many projective techniques, such as the picture response.
Multiple-choice questions often require a visual presentation of the alternatives because the respondent cannot remember More than a few when they are presented orally.
However, most attitude scales can be administered via
the phone.
The telephone, and often mail, are inappropriate for studies that require the respondent to react to the actual product, advertising copy, package design, or other physical characteristics.
Techniques that require relatively complex instructions are best administered by means of personal inter-views.
Similarly if the response required by the technique is -extensive, such as with many conjoint analysis studies, personal inter-views are better, with computers second.
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Role Category Questionnaire Measures of Cognitive Complexity.pdf
