Mode, Measurement, and Mayhem: A Closer Look at Measurement Error in a Mixed Mode Study
Abstract:
The Gallup Panel recruits members randomly using Random Digit Dial (RDD) methodology and assigns members to receive surveys either through the mail or web. Since both of these modes are self-administered, there is no interviewer to motivate respondents to answer carefully. The only communication of the researcher with the respondents is through the instructions, question wording, and design. The Gallup Panel surveys often include many long lists of questions that use the same response options. When respondents answer long batteries of questions such as these, they may be more likely to change their response patterns towards the end of the battery as they become fatigued, resulting in measurement error. Read more