Comparing the generalizability of online and mail surveys in cross-national service quality research
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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Volume (Year): 17 (2006)
Issue (Month): 2 (April)
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References listed on IDEAS
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- 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.
- 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 235-45, September.
- 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.
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