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Brief 36: Face-to-Face Interviews, Cognitive Skill, and Non-response

Gooch and Vavreck interviewed 1,010 adults at Television City in the MGM Grand Hotel, a research facility in Las Vegas run by the CBS broadcasting network. They gave people $5 Starbucks gift cards in exchange for answering the survey. After people agreed to take a survey, they were randomly assigned to be asked questions (similar to those in the American National Election Survey) by a professional interviewer in simulated living rooms or to take the same exact survey on computers in an office.