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Web Survey Bibliography

Title On the Convergent Validity of Attitude Measurement in Phone and Online Surveys
Year 2004
Access date 30.06.2004
Abstract The Harris Poll has run parallel online and phone surveys in most months over the past 5 years. We identified a set of attitudinal questions that ran in parallel and then compared the means that were obtained for both modalities (on an adjusted 0 to 1 scale). We found that the results obtained online were significantly correlated with results obtained by phone, so much so that the correlation was comparable to that which would be obtained with two samples from the same population using the same modality of measurement. Though the correlation established that the order of means was relatively invariant across modes, we found that the average online mean was significantly lower (about 5% of scale range). Chang and Krosnick (2001, AAPOR) indicated that online methodology may be associated with higher validity which led us to also examine the data from both modalities for differential validity.
Year of publication2004
Bibliographic typeConferences, workshops, tutorials, presentations