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The validity and efficiency of data collection using screen interviews compared with telephone research

Date of publication: September 1, 1987

Catalogue: ESOMAR Congress 1987

Authors: David Baker, Cliff Holmes

Abstract:

This paper describes the results of a methodological test conducted by NOW Research, on behalf of British Telecom - PRESTEL. The purpose of the research was to assess the validity and efficiency of collecting market research data through the medium of a television screen using PRESTEL, British Telecom's public viewdata service, compared with central location telephone interviewing.

David Baker

Author

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Cliff Holmes

Author

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Citation

Baker and Holmes (1987a, September 01). The validity and efficiency of data collection using screen interviews compared with telephone research. ANA - ESOMAR. Retrieved July 14, 2025, from


https://ana.esomar.org/documents/are-telephone-interviews-a-useful-alternative-in-image-research-