An Assessment of Measurement Invariance between Online and Mail Surveys
AbstractOne of the latest trends in marketing research is the increasing use of online surveys, which offer lower costs and faster responses. Yet, critics question whether data collected via online surveys are equivalent to data collected via traditional mail surveys. Since existing evidence from the comparison of Web-based and paper-and-pencil surveys is inconclusive, we empirically examine the equivalence of online and traditional mail surveys in a marketing context.
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Bibliographic InfoPaper provided by Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR) in its series Research Memorandum with number 003.
Date of creation: 2005
Date of revision:
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