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With the
Internet now being a part of everyday life mixed-mode surveys that use the
world wide web can be seen as an opportunity to increase the response rate
of surveys. This paper looks at the advantages and disadvantages of
different response modes suitable for mixed-mode surveys. Based on this
consideration the paper addresses the influence of a mixed-mode approach
using conventional mail and web based questionnaires on coverage,
sampling, measurement, and non-response error as well as pitfalls and
opportunities specific to this type of survey. It discusses mixed-mode and
web specific issues such as technological aspects, security, convenience
and similarity. The paper proposes that this approach has no apparent
potential error consequences if certain requirements are fulfilled. The
use of mixed mode questionnaires is exemplified by a survey conducted with
1000 SMEs in the North West of England in 2002. After analysing the
findings the paper concludes by looking at the relation between the mode
of response and the answers provided by the respondents and by summarising
the insights gained from the study.
Keywords: Questionnaires, Surveys, Mixed Mode, World Wide Web, Quantitative,
Research
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