The ability of interviewers to alter questions, their appearance, their manner of speaking, the intentional and unintentional cues provided, and the way they probe can be a disadvantage.
It means that, in effect, each respondent may receive a slightly different interview.
Depending on the topic of the survey, the interviewers social class, age, sex, race, authority, training, expectations, opinions, and voice can affect the results.
The danger of interviewer effects is greatest in personal interviews. Telephone interviews are also subject minimal interviewer effects.
Mail and computer survey have minimal interviewer effects.
Questionnaire designs that minimize interviewer freedom also reduce the potential for interviewer bias. The most effective approach involves the skillful selection, training, control of interviewers.
However, after the most cost effective design principles have been applied, some interviewer bias is apt to remain. This should be estimated subjectively or, preferably, statistically.
One final problem that arises with the use of telephone and personal interviewer cheating. That is for various reasons, interviewers may falsify all or parts of an interview.
This is a severe enough problem that most commercial survey researchers engage in a . process called validation or verification.
Validation involves reinterviewing a sample of the Population that completed the initial interview. In this reinterview, verification is sought that the interview took place and was conducted properly and completely.
The ability of interviewers to alter questions, their appearance, their manner of speaking, the intentional and unintentional cues provided, and the way they probe can be a disadvantage.
It means that, in effect, each respondent may receive a slightly different interview.
Depending on the topic of the survey, the interviewers social class, age, sex, race, authority, training, expectations, opinions, and voice can affect the results.
The danger of interviewer effects is greatest in personal interviews. Telephone interviews are also subject minimal interviewer effects.
Mail and computer survey have minimal interviewer effects.
Questionnaire designs that minimize interviewer freedom also reduce the potential for interviewer bias. The most effective approach involves the skillful selection, training, control of interviewers.
However, after the most cost effective design principles have been applied, some interviewer bias is apt to remain. This should be estimated subjectively or, preferably, statistically.
One final problem that arises with the use of telephone and personal interviewer cheating. That is for various reasons, interviewers may falsify all or parts of an interview.
This is a severe enough problem that most commercial survey researchers engage in a . process called validation or verification.
Validation involves reinterviewing a sample of the Population that completed the initial interview. In this reinterview, verification is sought that the interview took place and was conducted properly and completely.
