A Comparison of Web and Mail Survey Respondents within a Mixed Mode National Survey
Abstract:
Web surveys are being increasingly incorporated into national survey data collection programs in the United States because of their cost/time-efficiencies. Yet, response rates and data quality issues in web surveys remain important challenges. As a basic study designed to better understand data quality, this paper investigates the degree to which survey modes themselves affect response rates and data quality in a national mixed mode survey. Findings indicate that the web survey mode produces lower response rates compared to the mail survey mode. However, the web survey mode elicits higher data quality in terms of item responses to both closed- and open-ended questions. These mode effects on data quality remained after socio-demographic variables were held constant. Given the increasing integration of web survey questionnaires into mixed mode studies, additional research is necessary to understand and document the processes that underlie mode differences when responding to self-administered surveys.
Recommended Citation:
Shin, E., Johnson, T. P., & Rao, K. (2010). A Comparison of Web and Mail Survey Respondents within a Mixed Mode National Survey. Paper presented at the American Association for Public Opinion Research, Chicago, IL.
Attached Documents:
- AAPOR 2010 Program (see page #70 for the mention)
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