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International Journal of Public Opinion Research 2009 21(1):111-121; doi:10.1093/ijpor/edn054
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© The Author 2009. Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved.

Mode Differences Between Face-to-Face and Web Surveys: An Experimental Investigation of Data Quality and Social Desirability Effects

Dirk Heerwegh

Address correspondence to Dirk Heerwegh, Katholieke Universiteit Leuven, Center for Sociological Research (CESO), Belgium. Parkstraat 45 PO Box 3601, 3000 Leuven, Belgium, E-mail: dirk.heerwegh@soc.kuleuven.be

The first 150 words of the full text of this article appear below.

Mixed mode surveys are prone to confounding mode effects with nonresponse error. Sequential mixed mode designs, for instance, follow up nonrespondents to one mode with a subsequent mode (Dillman, 2000). The sample composition consequently could differ to a large extent across survey modes, hampering straightforward conclusions about mode effects. But even in experimental mixed mode survey designs, such a confounding can occur if nonresponse is not controlled. As long as different survey modes attract different types of respondents, sample comparability is compromised, and it will be difficult to filter out mode effects (Voogt & Saris, 2005).

These considerations set the stage for the current study. This study aimed to analyze mode effects between face-to-face and Web surveys, without confounding them with nonresponse bias. These two survey modes could represent the starting and the end point of a sequential mixed mode survey. Given a population with a sufficiently high . . . [Full Text of this Article]


   THEORETICAL BACKGROUND AND EXPECTATIONS
 
RESPONSE QUALITY
SOCIAL DESIRABILITY

   METHOD AND DATA
 

   RESULTS
 
RESPONSE RATES
RESPONSE QUALITY
SOCIAL DESIRABILITY

   DISCUSSION AND CONCLUSIONS
 

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