An Assessment of Measurement Invariance between Online and Mail Surveys

One of the latest trends in marketing research is the increasing use of online surveys, which offer lower costs and faster responses. Yet, critics question whether data collected via online surveys are equivalent to data collected via traditional mail surveys. Since existing evidence from the comparison of Web-based and paper-and-pencil surveys is inconclusive, we empirically examine the equivalence of online and traditional mail surveys in a marketing context.

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Year of publication:	2005
Authors:	Deutskens, Elisabeth ; Ruyter, Ko de ; Wetzels, Martin
Institutions:	Graduate School of Business and Economics (GSBE), School of Business and Economics
Subject:	marketing

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Extent:	application/pdf
Series:	Research Memorandum.
Type of publication:	Book / Working Paper
Notes:	The text is part of a series Research Memoranda Number 003
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10011202091