Using an Action‐Research Model to Move from Conversational to Hybrid Standardized Interviewing: A Case Study

William Mockovak


Logistical challenges and limited resources for field experimentation often stand as major impediments to testing improvements in survey methodology, but other approaches are available for introducing and evaluating change on a gradual basis. This case study describes how the principles of action research were used to introduce more standardized interviewing into a survey that had completely relied on a conversational interviewing approach for many years. The advantages and disadvantages of standardized vs. conversational interviewing are discussed in this context.