Alessandra Talamo

Mediation in standardized surveys: Proposals for a methodological development

  • Abstract

Informations and abstract

Keywords: Standardized surveys, mediation, standardization, interviewer, marketing

The paper aims at discussing the concept of standardised surveys by showing, through a conversational study of a telephonic survey, that the quality of data gathered is not only defined on the basis of a detailed definition of questions and potential answers, rather on the accuracy of mediation activity that interviewers put in place during the interaction with the respondent. Qualitative data from a telephone marketing survey are presented to support this claim. The term standardisation is then discussed since, in a conversational perspective, it should be referred not to the equality of questions posed or answers gathered, rather on the equal access to the meaning of questions by each respondent.

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