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

Author

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  • Elisabeth Deutskens

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  • 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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    File URL: http://hdl.handle.net/10.1007/s11002-006-4950-8
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    References listed on IDEAS

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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, Oxford University Press, vol. 29(2), pages 235-245, September.
    2. P. Sanders & T. Theunissen & S. Baas, 1989. "Minimizing the number of observations: A generalization of the spearman-brown formula," Psychometrika, Springer;The Psychometric Society, vol. 54(4), pages 587-598, September.
    3. 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, February.
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    Cited by:

    1. 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.
    2. repec:eee:enepol:v:106:y:2017:i:c:p:547-559 is not listed on IDEAS
    3. Menegaki, Angeliki, N. & Olsen, Søren Bøye & Tsagarakis, Konstantinos P., 2016. "Towards a common standard – A reporting checklist for web-based stated preference valuation surveys and a critique for mode surveys," Journal of choice modelling, Elsevier, vol. 18(C), pages 18-50.
    4. 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.

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