Response Styles in Marketing Research : a Means And Covariance Structures Comparison of Modes of Data-Collection
AbstractBased on two data sets, we compare levels of response styles across three modes of data-collection: paper and pencil questionnaires, online questionnaires, and telephone interviews. Using Means And Covariance Structures (MACS), we find that data collected by different modes show differences in response styles levels. More specifically, telephone data show lower levels of midpoint responding. We propose a method to alleviate response style bias in cross-mode comparisons.
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Bibliographic InfoPaper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 05/349.
Length: 41 pages
Date of creation: Nov 2005
Date of revision:
This paper has been announced in the following NEP Reports:
- NEP-ALL-2006-03-05 (All new papers)
- NEP-CSE-2006-03-05 (Economics of Strategic Management)
- NEP-MKT-2006-03-05 (Marketing)
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