An assesment of measurement invariance between online and mail surveys

E.C. Deutskens, J.C. Ruyter, de, M.G.M. Wetzels

Research output: Book/ReportReportAcademic

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Abstract

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.
Original languageEnglish
Place of PublicationMaastricht
PublisherUniversiteit Maastricht
Commissioning bodyMaastricht University
Number of pages21
Publication statusPublished - 2005

Publication series

NameOnderzoekmemorandum
Volume05004

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