An Evaluation Of The Reliability Of Alternative Survey Media

Abstract

This study reports the results of an experiment that evaluated the reliability of alternative survey media. The components of reliability are compared for instruments characterized as paper-based and computer based. The evaluation was further partitioned by subjects preference for visual versus verbal stimuli. Results indicate that there is no significant difference in scale responses between the alternative media, but reliability was found to be low when subjects with verbal cognitive style were asked to respond in the visually oriented computer environment.