Within the context of survey research, a show card or show sheet is a visual aid used predominantly during in-person surveys. It is a card, a piece of paper, or an electronic screen containing answer categories to a question, from which the respondent chooses the answer to the survey question. The respondent may either look at the answer categories listed on the show card when providing the answer or mark the answer directly on the show card. The answers listed on the show card can be in the form of words, numbers, scales, pictures, or other graphical representations.[Page 818]
Telephone interviews may also employ show cards, although mailing the show cards or setting up Internet sites with the digital equivalents of show cards can be logistically ...
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