Videophone Interviewing

Videophone interviewing enables researchers to closely reproduce face-to-face interviewing without requiring interviewers to physically enter respondent [Page 947]homes. A videophone enables real-time video and audio communication between two parties. There are two types of videophones: landline and mobile. Land-line videophones are telephones with an LCD screen and a video camera. Mobile videophones are similar to landline phones with the exception of having a smaller screen. To transmit real-time video conversation, mobile phones should have 3G service—a wireless technology capable of transmitting a large amount of data.

Because videophone interviews closely mimic face-to-face interviews, the interaction between interviewer and respondent also shares the benefits of face-to-face interviewing. Specifically, the benefit of observing nonverbal communication, of allowing a slower pace than phone interviews, and of overcoming problems of respondent distraction are some examples. Because interviewers cannot observe the nonverbal communication of the respondent in a regular phone survey, it is more difficult to spot comprehension problems and to address issues of respondent motivation. Furthermore, interviewers cannot send nonverbal motivational cues or encouragement. Silences are also more difficult to handle on a regular telephone than face-to-face. In a videophone interview, the pace of the conversation can be reduced in comparison to a telephone interview. Breaking off would be more difficult than in a telephone survey. Lastly, multi-tasking, such as doing something else while being on the phone, can be discouraged in a videophone interview, as the norm of politeness is likely relevant. In other words, a videophone interview should elicit higher-quality data when compared to telephone interviews.

The videophone enables researchers to send text and multi-media material to the respondent. For example, show cards can be used when properly formatted for the small screen. In addition, still pictures, audio, and video can be sent to the respondent as is done nowadays with Web surveys.

Videophone interviewing is likely the most similar method to face-to-face interviewing, an interviewing technique that is still considered the most flexible and reliable, allowing for complex and long interviews, the reduction of missing data, and the increase response rates. Videophone interviewing, however, will potentially reintroduce some interviewer effects common in face-to-face interviews (e.g., social desirability bias).

Videophone interviews are still in the experimental phase. They are used in both the medical field and in psychological fields to communicate with and diagnose patients. Landline videophone penetration rates are extremely low or nonexistent in many countries, thus rendering landline videophone interviewing not feasible for surveys of the general population. On the other hand, the percentage of mobile phones equipped with videophone capabilities is growing in many industrialized countries, making videophone interviews a future possibility for survey researchers.