【評論主題】43.行銷資訊的蒐集可透過不同方式來接觸受訪者，其中最具彈性、可蒐集資訊量多，但訪員影響的控制(controlofinterviewereffects)較差的是何種接觸方式？(A)郵寄問卷(B)電話訪

【評論內容】

調訪者效應 (Interviewer Effect)

The interviewer effect (also called interviewer variance or interviewer error) is the distortion of response to a personal or telephone interview which results from differential reactions to the social style and personality of interviewers or to their presentation of particular questions. The use of fixed-wording questions is one method of reducing interviewer bias. Anthropological research and case-studies are also affected by the problem, which is exacerbated by the self-fulfilling prophecy, when the researcher is also the interviewer it is also any effect on ...