Card Sorting as a Technique for Survey Interviewing

This article reports on two years' experience with card sorting, a novel method of gathering survey data in large-scale research. Reliability, validity and response bias are assessed, and reactions of respondents and interviewers are reported. The authors conclude that card sorting is a fast and interesting method of obtaining valid and reliable interview data, and one which appears to be capable as well of counteracting at least some of the biasing effects of response set.