Robert Jaques of IT Week reviews a recent study reported in Journal of Consumer Research by London Business School and Duke University that suggestions that people respond very differently to the same question when typing rather than speaking an answer.

My understanding of the results indicate that depending on the type of survey you’re conducting and the subject matter, results collected online may not always be comparable to earlier results you may have collected in-person or over the phone — not really a surprise. The findings don’t indicate, however, that the data collected online is any less valid or accurate than the data collected "off-line."

Read the full article in IT Week.