1. A method of collecting audience response data comprising the steps of: providing a response unit having a dial, and keypad and a biconditional response mechanism, the response unit operable in a dial mode and a keypad mode; driving the response unit into a first mode or a second mode, wherein in the first mode only the keypad and the biconditional response mechanism are active and wherein in the second mode only the dial and the biconditional response mechanism are active, the mode being driven responsive to application of a first power supply voltage or a second power supply voltage; sampling an analog voltage generated by the response unit; and converting the analog voltage to a digital voltage.