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Web Survey Bibliography

Title Web Survey Response Examined from the Perspective of Leverage-Saliency Theory Within a Longitudinal Survey
Year 2015
Access date 03.07.2015

This research puts forward evidence for potential improvements in web response by taking into consideration the advantages entailed by offering a web mode design and making it salient to random sample members allocated in a mixed-mode design. The framework used to examine data on responses is Leverage- Salience Theory which argues that multiple survey attributes can be made salient during any survey request. In addition, LST states that each attribute has a potentially different leverage on response for each sample participant. LST allows us to examine web response within a longitudinal survey using a mixed mode design. The basis of this research will be the fifth wave of the (UKHLS) Innovation Panel. One third of households were randomly allocated to a face-to -face survey. For the other two-thirds of the sample a sequential web-CAPI mixed- mode design was employed. The longitudinal aspect of the survey allows for information about mode preferences as well as the provision of respondents' e-mail addresses and a range of other characteristics for respondents and non-respondents to be collected. Results show that non- respondents are likely to become a web respondent if they show a preference for the web and if they have previously supplied their e-mail address. These factors increase the likelihood of achieving an answer online. When being a respondent, the effect of preferring the web and the provision of an e-mail address increases the likelihood of responding online over face-to-face. It should be noted that, controlling for demographic factors, the interaction is not significant between web mode and supplying an e-mail. However, giving an e-mail is the relevant effect that may have a positive influence on responding online. Interestingly, once a participant becomes a respondent (face- to -face or web), preferring the web and supplying an e-mail address increase likelihood of answering online.

Year of publication2015
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography - The American Association for Public Opinion Research (AAPOR) 70th Annual Conference, 2015 (35)