Improving the Effectiveness of Online Data Collection by Mixing Survey Modes
Digital Object Identifier (DOI)
Obtaining online responses from representative samples of the general public is difficult, especially if survey sponsors want to rely only upon electronic responses. Mixed-mode surveys that utilize multiple ways of contacting and obtaining answers to survey questions make it possible to improve survey response. This chapter provides nine recommendations for improving survey response and data quality using mixed-mode designs. These recommendations range from obtaining and using multiple modes of contact information to making response via smartphones feasible. Others include using postal and/or telephone contact to legitimize web surveys and reliance upon token cash incentives sent with the request in order to encourage an internet response. Also recommended is pushing respondents to the web prior to offering the possibility of answering by other modes, but following up carefully and persistently with other possibilities for responding. The mixed-mode designs discussed here are challenging to design and implement, but offer great potential for improving data quality.
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Citation / Publisher Attribution
Improving the Effectiveness of Online Data Collection by Mixing Survey Modes, in N. Fielding, G. Blank & R. M. Lee (Eds.), The SAGE Handbook of Online Research Methods, Sage Publications, p. 220-236
Scholar Commons Citation
Dillman, Don A.; Hao, Feng; and Millar, Morgan M., "Improving the Effectiveness of Online Data Collection by Mixing Survey Modes" (2017). Sociology Sarasota Manatee Campus Faculty Publications. 13.