AI Conversational Interviewing: Scaling Up Semi-Structured and In-depth Interviews
AI对话式访谈:扩展半结构化与深度访谈的规模
Alexander Wuttke, Max Melchior Lang, Christopher Klamm, Quirin Würschinger, Frauke Kreuter
AI总结 本研究提出AI对话式访谈方法,通过语音、文本或自由选择模式大规模收集开放型意见数据,证明其能捕捉标准化调查遗漏的深层思考,且受访者评价不低于传统调查。
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舆论研究长期以来面临深度与规模之间的权衡:标准化调查能够进行大规模测量,但将受访者限制在研究者定义的类别中,掩盖了公众情绪背后多样化的意外考量。更具对话性的访谈通过开放式探究提供更丰富的见解,但其对训练有素的人类访谈者的依赖使其难以规模化。本研究引入AI对话式访谈作为一种大规模收集开放型舆论数据的方法,追求三个目标:展示对话文本数据对于封闭式问题无法触及的问题的分析价值;通过参与者自身的评估评估该方法的实际可行性;并通过实验比较语音、文本和自由选择访谈模式来指导实施。我们进行了一项研究,将AI主导的访谈与关于移民政策的标准化调查相结合,通过Prolific和Payback Panel招募了571名受访者。研究结果确立了AI对话式访谈作为社会科学工具包中可行且有价值的补充。对话记录揭示了标准化综合问卷无法捕捉的考量和推理,例如在态度水平相似的子群体中存在显著不同的移民心智模型。在完成访谈的受访者中,对AI访谈的评价在各模式下均达到或超过标准化调查,尽管完成率因条件而异。通过发布开放数据和开源流程材料,本研究为利用人工智能扩展舆论测量方法的日益增长的文献做出了贡献。
Public opinion research has long faced a trade-off between depth and scale: standardized surveys enable large-scale measurement but restrict respondents to researcher-defined categories, obscuring the diversity of unexpected considerations that underlie public sentiment. More conversational interviews provide richer insights through open-ended probing, but their reliance on trained human interviewers has kept them difficult to scale. This study introduces AI Conversational Interviewing as a method for collecting open-ended public opinion data at scale, pursuing three objectives: to demonstrate the analytical value of conversational text data for questions beyond the reach of closed-ended items; to assess the method's practical viability through participants' own evaluations; and to inform implementation by experimentally comparing voice-based, chat-based, and free-choice interview modes. We conducted a study combining an AI-led interview with a standardized survey on migration policy among 571 respondents recruited via Prolific and Payback Panel. The findings establish AI Conversational Interviewing as a viable and valuable addition to the social-science toolkit. The conversational transcripts surface considerations and reasoning that a comprehensive standardized battery does not capture such as markedly different mental models of migration among subgroups with similar attitudes levels. Among respondents who completed the interview, evaluations of the AI interview were at or above those of the standardized survey across modes, although completion itself varied by condition. By releasing open data and open-source pipeline materials, the study contributes to a growing literature on harnessing artificial intelligence to expand the methods of public opinion measurement.