Response effects and computer-administered questionnaires: the role of the entry task and previous computer experience

Abstract

In a field experiment at a tourist attraction, a between-subject; design was used to compare paper-and-pencil survey responses against those collected from two computer-administered questionnaire ( CAQ) packages; one using a cursor movement answering protocol, and the second using number pad entry. Three response effects were identified for the groups completing computerized questionnaires: an increase in the range of responses to scale questions, a tendency to select only one choice in answering multiple response questions, and longer answers to open-ended questions. Response effects were shown to be as much a function of the specific computer entry task, as the computerized interviewing situation in general. This finding suggests that computer-collected data should not be compared with data from other methodologies or even different questionnaire software without qualification. Respondent's previous computer experience was shown to have a marginal effect on the size of response effects, and only for the cursor movement protocol. Those with more computer experience completed both computerized questionnaires slighty faster than those with less computer experience.