An assesment of measurement invariance between online and mail surveys

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

Onderzoeksoutput: Boek/rapportRapportAcademic

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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.
Originele taal-2Engels
Plaats van productieMaastricht
UitgeverijUniversiteit Maastricht
Opdrachtgevend orgaanMaastricht University
Aantal pagina's21
StatusGepubliceerd - 2005

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