Web Survey Bibliography

Title Making a Match: Exploring the Impact of Mode Preference on Measurement
Year 2012
Access date 31.07.2012

The popularity of mixed mode survey designs has led to an increased interest in mode preference. Previous research has shown that offering respondents their preferred mode can increase response rates (Olson, Smyth and Wood 2009), but the effect of mode preference on the quality of survey measurement is still unexplored. In this paper, we examine a variety of experimental questionnaire design manipulations, evaluating whether the quality of data from those who received their preferred mode is better than data quality for those who did not receive their preferred mode. Respondents were asked about their preferred mode and willingness to be recontacted in a 2008 survey, and those that agreed were surveyed again in 2009. The 2009 Quality of Life in a Changing Nebraska survey (n=565, AAPORRR2=46%) randomly assigned respondents to mail or web modes, and one of two questionnaires. The two questionnaires systematically varied many elements of questionnaire design (i.e. question order, text box labels, forced choice vs. check all that apply). Almost one quarter (24%) of the respondents were matched with their stated preferred mode from the previous year. Preliminary analyses indicate significant differences in data quality between those who received and did not receive their preferred mode. In particular, respondents who received their preferred mode had few significant differences in the rate of endorsement of items in a check-all versus forced choice format. In contrast, respondents who did not receive their preferred mode were more likely to endorse statements when presented with a forced choice format than with a check–all format, consistent with previous literature even after controlling for respondent characteristics. These findings may indicate better cognitive processing in a check-all format when respondents receive the mode they prefer. Results provide insight into the impact of mode preference on commonly used questionnaire design features.

Access/Direct link

Conference Homepage (abstract)

Year of publication2012
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography - Olson, K. (20)