Equivalence of computerized and traditional research methods: The roles of scanning, social environment, and social desirability

This study explores how the use of computers to present measures might influence data and threaten validity. The results suggest that subjects' (n = 120) responses are affected by mode of administration (whether they can scan, preview, review, or change answers), social environment (group or individual), and social desirability. Future research needs to investigate these effects more carefully, and researchers using computers to assist in data collection need to design their studies more carefully to control the impact of the computer on results.