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An Assessment of Measurement Invariance between Online and Mail Surveys

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  • Deutskens,Elisabeth
  • Ruyter,Ko,de
  • Wetzels,Martin

    (METEOR)

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    Abstract

    One 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 Info

    Paper provided by Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR) in its series Research Memorandum with number 003.

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    Date of creation: 2005
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    Handle: RePEc:unm:umamet:2005003

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    Keywords: marketing ;

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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. K. J├Âreskog, 1971. "Simultaneous factor analysis in several populations," Psychometrika, Springer, vol. 36(4), pages 409-426, December.
    3. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 25(1), pages 78-90, June.
    4. Albert Satorra & Peter M. Bentler, 1999. "A scaled difference chi-square test statistic for moment structure analysis," Economics Working Papers 412, Department of Economics and Business, Universitat Pompeu Fabra.
    5. John G. Lynch , Jr. & Dan Ariely, 2000. "Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution," Marketing Science, INFORMS, vol. 19(1), pages 83-103, April.
    6. Srivastava, M. S., 1984. "A measure of skewness and kurtosis and a graphical method for assessing multivariate normality," Statistics & Probability Letters, Elsevier, vol. 2(5), pages 263-267, October.
    7. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
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