Response Styles in Marketing Research: A Means and Covariance Structures Comparison of Modes of Data-Collection

Topics:
Internet Market Research,
Marketing Strategy
Tags:
Data Collection,
Marketing,
Marketing Research,
Phone,
Response,
Telecom & Utilities
Source:
Ghent University

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Overview: Based on two data sets, one compares the levels of response styles across three modes of data-collection: paper and pencil questionnaires, online questionnaires, and telephone interviews. Using Means And Covariance Structures (MACS), one finds that data collected by different modes show differences in response styles levels. More specifically, telephone data shows lower levels of midpoint responding. One proposes a method to alleviate response style bias in cross-mode comparisons.

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Format: PDF | Size: 415KB | Date: Dec 2005 | Pages: 41

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