Survey Mode as a Source of Instability in Responses across Surveys

Don Andrew Dillman

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Survey Methodology and Nonresponse Survey Sampling and Estimation Techniques Focus Groups and Qualitative Methods

Abstract

Changes in survey mode for conducting panel surveys may contribute significantly to survey error. This article explores the causes and consequences of such changes in survey mode. The authors describe how and why the choice of survey mode often causes changes to be made to the wording of questions, as well as the reasons that identically worded questions often produce different answers when administered through different modes. The authors provide evidence that answers may changeas a result of different visual layouts for otherwise identical questions and suggest ways to keep measurement the same despite changes in survey mode.

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2007Mail and internet surveys : the tailored design method 1982Mail and Telephone Surveys: The Total Design Method.1979Mail and Telephone Surveys: The Total Design Method.2007Mail and Internet Surveys: The Tailored Design Method 1990Questions and answers in attitude surveys: Experiments on question form, wording, and context 2008Response rate and measurement differences in mixed-mode surveys using mail, telephone, interactive voice response (IVR) and the Internet 1987An Evaluation of a Cognitive Theory of Response-Order Effects in Survey Measurement 1990Telephone Survey Methodology.

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