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Measurement Effects of Survey Mode on the Equivalence of Attitudinal Rating Scale Questions

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  • Thomas Klausch
  • Joop J. Hox
  • Barry Schouten

Abstract

This study applies ordinal confirmatory factor analysis for multiple groups to assess equivalence of scale, random errors and systematic (nonrandom) errors of attitudinal questions surveyed on rating scales under different survey modes (Face-to-Face [F2F], Telephone, Paper, and Web). Empirical findings from a large-scale experiment are presented. Consistent with theoretical expectations, interviewer- and self-administered surveys measured all assessed questions on systematically different scales, with different systematic bias, and with differing extents of random error. These measurement effects were absent when comparing Paper with Web or F2F with Telephone. It is concluded that modes impact primarily systematic measurement effects affecting multiple items equally. Interviewer- and self-administered modes should only be combined with great care in mixed-mode surveys that focus on attitudinal constructs. Combining Paper and Web or Telephone and F2F are the viable options. Thereby choosing the self-administered modes appears more efficient, because these modes exhibited higher indicator reliabilities (smaller random error) than the interviewer modes.

Suggested Citation

  • Thomas Klausch & Joop J. Hox & Barry Schouten, 2013. "Measurement Effects of Survey Mode on the Equivalence of Attitudinal Rating Scale Questions," Sociological Methods & Research, , vol. 42(3), pages 227-263, August.
    • Handle: RePEc:sae:somere:v:42:y:2013:i:3:p:227-263
    DOI: 10.1177/0049124113500480
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    References listed on IDEAS

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    1. William Meredith, 1993. "Measurement invariance, factor analysis and factorial invariance," Psychometrika, Springer;The Psychometric Society, vol. 58(4), pages 525-543, December.
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    1. Christine Eisenmann & Bastian Chlond & Clotilde Minster & Christian Jödden & Peter Vortisch, 2019. "Assessing the effects of a mixed-mode design in a longitudinal household travel survey," Transportation, Springer, vol. 46(5), pages 1737-1753, October.
    2. Tineke Fokkema & Andrej Kveder & Nicole Hiekel & Tom Emery & Aart C. Liefbroer, 2016. "Generations and Gender Programme Wave 1 data collection," Demographic Research, Max Planck Institute for Demographic Research, Rostock, Germany, vol. 34(18), pages 499-524.
    3. Cernat, Alexandru, 2015. "Using equivalence testing to disentangle selection and measurement in mixed modes surveys," Understanding Society Working Paper Series 2015-01, Understanding Society at the Institute for Social and Economic Research.
    4. P. Couper, Mick & Cernat, Alexandru & Beth Ofstedal, Mary, 2015. "Estimation of mode effects in the Health and Retirement Study using measurement models," ISER Working Paper Series 2015-19, Institute for Social and Economic Research.
    5. Vannieuwenhuyze, Jorre T.A. & Lynn, Peter, 2014. "Measurement effects between CAPI and Web questionnaires in the UK Household Longitudinal Study," Understanding Society Working Paper Series 2014-01, Understanding Society at the Institute for Social and Economic Research.
    6. Greiner Safi, Amelia & Reyes, Carolyn & Jesch, Emma & Steinhardt, Joseph & Niederdeppe, Jeff & Skurka, Christofer & Kalaji, Motasem & Scolere, Leah & Byrne, Sahara, 2019. "Comparing in person and internet methods to recruit low-SES populations for tobacco control policy research," Social Science & Medicine, Elsevier, vol. 242(C).

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