• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Behavior coding concerns the systematic assignment of codes to the overt behavior of interviewer and respondent in survey interviews. The method was developed by Charles Cannell and his colleagues at the University of Michigan in the 1970s. Behavior coding is a major tool used to evaluate interviewer performance and questionnaire design. Behavior coding is sometimes referred to as “interaction analysis,” although interaction analysis is usually more specifically used in the sense of applying behavior coding to study the course of the interaction between interviewer and respondent.

The three main uses of behavior coding are (1) evaluating interviewer performance, (2) pretesting questionnaires, and (3) studying the course of the interaction between interviewer and respondent.

Evaluating Interviewer Performance

The use of behavior coding to evaluate interviewer performance primarily concerns ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles