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Comparing the generalizability of online and mail surveys in cross-national service quality research

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  • Elisabeth Deutskens
  • Ad Jong
  • Ko Ruyter
  • Martin Wetzels

Abstract

To compare the generalizability of online and mail surveys in a cross-national service quality study, the authors use G-theory and find a comparable level of generalizability, though online surveys benefited from considerably lower costs. This article contributes to the current comparison of the response quality between online and mail surveys. Furthermore, the authors illustrate how G-theory can be used to compare online and mail surveys and take data collection costs into account. Important implications include the process and results of comparing two survey modes and the effects for service research. Copyright Springer Science + Business Media, Inc. 2006

Suggested Citation

  • Elisabeth Deutskens & Ad Jong & Ko Ruyter & Martin Wetzels, 2006. "Comparing the generalizability of online and mail surveys in cross-national service quality research," Marketing Letters, Springer, vol. 17(2), pages 119-136, April.
    • Handle: RePEc:kap:mktlet:v:17:y:2006:i:2:p:119-136
    DOI: 10.1007/s11002-006-4950-8
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    1. Mandel, Naomi & Johnson, Eric J, 2002. "When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 235-245, September.
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