Clarifying question meaning in a household telephone survey

This study contrasts two interviewing techniques that reflectdifferent tacit assumptions about communication. In one, strictlystandardized interviewing, interviewers leave the interpretationof questions up to respondents. In the other, conversationalinterviewing, interviewers say whatever it takes to make surethat questions are interpreted uniformly and as intended. Respondentsfrom a national sample were interviewed twice. Each time theywere asked the same factual questions from ongoing governmentsurveys, five about housing and five about recent purchases.The first interview was strictly standardized; the second wasstandardized for half the respondents and conversational forthe others. Respondents in a second conversational interviewanswered differently than in the first interview more often,and for reasons that conformed more closely to official definitions,than respondents in a second standardized interview. This suggeststhat conversational interviewing improved comprehension, althoughit also lengthened interviews. We conclude that respondentsin a national sample may misinterpret certain questions frequentlyenough to compromise data quality and that such misunderstandingscannot easily be eliminated by pretesting and rewording questionsalone. More standardized comprehension may require less standardizedinterviewer behavior.