Quality of Data from Matrix Questions in Face-to-face surveys: A Compared Study Using Paper and Electronic Questionnaires

Abstract

This study compares the quality of responses to eight matrix questions (36
variables) included in a survey administered on paper and by computer in
two equivalent samples. Three criteria have considerated: 1) the average of
non-response questions for each mode; 2) the repetition (or not) of the
same response in different question items (differentiation); and,
3) the choice of extreme and middle response alternatives on the scale
(easy responses). The paper questionnaires provided a greater number of
non-response questions, with no change in non-response rates when
taking into account scale range: 4, 5, 10 and 11 categories. The electronic
questionnaire showed slightly greater differentiation and fewer extreme
responses.