December 5, 2025Marketing Management JournalOpen Access

Respondent “Honesty”: A Comparison of Computer Versus Paper and Pencil Questionnaire Administration

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Analysis shows computer formats reduce bias in social desirability responses, indicating potential for more truthful answers.

Respondents show increased honesty when using computer-based questionnaires, particularly on sensitive items.
Key differences include social desirability and locus of control scales, where computerized methods led to more candid responses.
Comparison was made between computerized and paper questionnaire formats across various research scales.
Findings suggest the need for further investigation into questionnaire formats to enhance response accuracy.

Meinert et al. (1998) studied this question.

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