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<p>Cross-mode surveys are on the rise. Unfortunately, data obtained from different modes of data collection (e.g., telephone and online data) may not be comparable due to measurement bias, especially differences in acquiescence, disacquiescence, extreme and midpoint response styles. This article discusses a study that finds response style differences between data based on the same questionnaire, but obtained by different modes of data collection: paper-and-pencil questionnaires, telephone interviews, and online questionnaires. Similar problems may also occur in cross-national data. We propose a new method to measure response styles and correct for them: the representative indicators response style means and covariance structure (RIRSMACS) method </p>
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Cross-mode surveys are on the rise. Unfortunately, data obtained from different modes of data collection (e.g., telephone and online data) may not be comparable due to measurement bias, especially differences in acquiescence, disacquiescence, extreme and midpoint response styles. This article discusses a study that finds response style differences between data based on the same questionnaire, but obtained by different modes of data collection: paper-and-pencil questionnaires, telephone interviews, and online questionnaires. Similar problems may also occur in cross-national data. We propose a new method to measure response styles and correct for them: the representative indicators response style means and covariance structure (RIRSMACS) method

Response Styles and how to Correct them

Is Assistant Professor of Marketing at Vlerick Leuven Gent Management School, Reep 1, 9000 Ghent, Belgium

Is Associate Professor of Marketing at Vlerick Leuven Gent Management School, Reep 1, 9000 Ghent, Belgium

Is Professor of Marketing at Vlerick Leuven Gent Management School and Ghent University, Hoveniersberg 24, 9000 Ghent, Belgium

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Response Styles and how to Correct them"}

Cross-mode surveys are on the rise. Unfortunately, data obtained from different modes of data collection (e.g., telephone and online data) may not be...

Response Styles and how to Correct them

Publicado en línea: 19 jul 2014

Páginas: 44 - 53

DOI: https://doi.org/10.2478/gfkmir-2014-0077

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.