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

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Author Info

  • Elisabeth Deutskens

    ()

  • Ad Jong
  • Ko Ruyter
  • Martin Wetzels
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    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

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    File URL: http://hdl.handle.net/10.1007/s11002-006-4950-8
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    Bibliographic Info

    Article provided by Springer in its journal Marketing Letters.

    Volume (Year): 17 (2006)
    Issue (Month): 2 (April)
    Pages: 119-136

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    Handle: RePEc:kap:mktlet:v:17:y:2006:i:2:p:119-136

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    Web page: http://www.springerlink.com/link.asp?id=100312

    Related research

    Keywords: Online marketing research; Response quality; Generalizability theory;

    References

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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, University of Chicago Press, vol. 29(2), pages 235-45, September.
    2. Elisabeth Deutskens & Ko de Ruyter & Martin Wetzels & Paul Oosterveld, 2004. "Response Rate and Response Quality of Internet-Based Surveys: An Experimental Study," Marketing Letters, Springer, vol. 15(1), pages 21-36, 02.
    3. P. Sanders & T. Theunissen & S. Baas, 1989. "Minimizing the number of observations: A generalization of the spearman-brown formula," Psychometrika, Springer, vol. 54(4), pages 587-598, September.
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    Cited by:
    1. Mazodier, Marc & Merunka, Dwight, 2014. "Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products," Journal of Business Research, Elsevier, vol. 67(7), pages 1552-1558.
    2. Søren Olsen, 2009. "Choosing Between Internet and Mail Survey Modes for Choice Experiment Surveys Considering Non-Market Goods," Environmental & Resource Economics, European Association of Environmental and Resource Economists, vol. 44(4), pages 591-610, December.
    3. Julie Sneath & Russell Lacey & Pamela Kennett-Hensel, 2009. "Coping with a natural disaster: Losses, emotions, and impulsive and compulsive buying," Marketing Letters, Springer, vol. 20(1), pages 45-60, March.

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