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

  • Elisabeth Deutskens

    ()

  • Ad Jong
  • Ko Ruyter
  • Martin Wetzels
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    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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    File URL: http://hdl.handle.net/10.1007/s11002-006-4950-8
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    Article provided by Springer in its journal Marketing Letters.

    Volume (Year): 17 (2006)
    Issue (Month): 2 (April)
    Pages: 119-136

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    Handle: RePEc:kap:mktlet:v:17:y:2006:i:2:p:119-136
    Contact details of provider: Web page: http://www.springerlink.com/link.asp?id=100312

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    1. 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.
    2. 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.
    3. P. Sanders & T. Theunissen & S. Baas, 1989. "Minimizing the number of observations: A generalization of the spearman-brown formula," Psychometrika, Springer, vol. 54(4), pages 587-598, September.
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