Interviewer Neutrality

Interviewer neutrality occurs when an interviewer provides no indication of desired responses (remains unbiased) during the interview process. Interviewers are trained to betray no opinion about survey questions to minimize interviewer-related error that occurs when responses are influenced by respondent perception of what the interviewer indicates is an appropriate answer. The process of collecting data using interviewers is designed to obtain valid information (i.e. a respondent's accurate responses), but to be effective the information must be collected in a consistent and neutral manner that minimizes bias. Neutral administration of surveys requires the training of interviewers to not reveal their own opinions or preferences, either verbally or nonverbally, which could induce respondents to provide inaccurate answers in response to perceived interviewer preferences. Specifically, rapport-building behaviors, interviewer feedback, and respondent vulnerability to social desirability and acquiescence need to be considered.

Interviewer neutrality can be accomplished by training interviewers to gather data in a nonjudgmental manner and to use a normal tone of voice throughout the interview process. It is important that interviewers avoid using words or nonverbal cues that imply criticism, surprise, approval, or disapproval. Verbal behavior such as “Yes, I agree” or “I feel the same way,” or nonverbal behavior such as smiling, frowning, giving an intense look, or an extended pause may be interpreted by the respondent as approval or disapproval of an answer. Although interviewers are encouraged to establish rapport with respondents to promote respondent motivation, the interviewer must be continually aware of the risk of expressing personal opinions or preferences. When interviewers provide verbal or nonverbal feedback throughout the interview, it is vital to avoid using any feedback techniques that may be interpreted as approval or disapproval. Interviewers should avoid expressing personal opinions on the topics covered in the survey, as well as communicating any personal information that the respondent may use to infer the interviewer's opinions. The validity of the data can be threatened if respondents are aware of interviewer opinions or preferences. Because the goal of interviews is to provide an environment in which respondents feel comfortable reporting accurate answers, it is critical that the interviewers' opinions or preferences do not influence the respondent in any way.

Finally, social desirability (wanting to provide socially acceptable answers) and acquiescence response bias (the tendency to agree with perceived interviewers' opinions) can threaten the validity of the data. Social desirability bias occurs when respondents answer questions to present themselves in a favorable light (providing answers they feel are most socially approved). Acquiescence response bias occurs when respondents agree with statements from the questions that are spoken by the interviewer regardless of content and can lead to responses that merely reflect agreement with what the interviewer is reading rather than the respondent's own opinions. Training for interviewer neutrality should seek to minimize the effects of social desirability and [Page 376]acquiescence. If interviewer neutrality is ensured, interviewer-related error is reduced and thus allows for a more accurate measurement of a respondent's true scores in the variables of interest.