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Challenging mainstream survey research methods : an addition to the researcher's toolbox using a mixed-mode approach

van Dessel, Maria (2008) Challenging mainstream survey research methods : an addition to the researcher's toolbox using a mixed-mode approach. In ANZMAC 2008, 1-3 December 2008, University of Western Sydney, Sydney.

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Abstract

This study contributes to the literature as shift from mainstream survey research methods by adopting a less traditional mixed-mode combination: drop-off survey followed by an internet survey. While a number of researchers have demonstrated the effectiveness of mixed-mode surveys, for the most part the literature concentrates on combining mail with internet-based surveys. This paper presents a critical review of an alternative data collection combination, adding support to this form of mixed-mode survey for a researcher's toolbox. Measurement difference were overcome following Dillman's unimode constudtion techniique, with no statistical signifcant differences in responses between the two independent samples for each mode. By fully understanding the benefits and limitations of mixed-mode surveys, researchers can confidently draw on a range of alternate data collection methods and cultivate mounting support for this evolving research technique.

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ID Code: 20936
Item Type: Conference Paper
Additional URLs:
Keywords: Survey Research, Mixed Mode Surveys, Internet Surveys, Self-administered Surveys
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Research Methodology (150505)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 [please consult the authors]
Deposited On: 03 Jun 2009 11:23
Last Modified: 29 Feb 2012 23:44

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