Critically discuss FOUR perspectives on why mode of interview effects occur. Use relevant examples to illustrate.
Among the most striking trends in the field of survey research in the past two decades is the shift from interviewer-administered to self-administered surveys. Fuelled by the growth of the internet, self-administration as a survey mode presents a mixture of opportunities and challenges to the field. Self-administered surveys tend to be less expensive and to provide ways of asking questions that are difficult or impossible to ask in an interviewer-administered survey. However, the results from self-administered and interviewer-administered surveys are sometimes different—a phenomenon known as mode effect. Critically discuss FOUR perspectives on why mode of interview effects occur. Use relevant examples to illustrate.
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