dr peter martin city university of london podejście mieszane (mixed mode) – możliwości i...
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dr PETER MARTINCITY UNIVERSITY of LONDON
Podejście mieszane (mixed mode) – możliwości i ograniczenia
VI KONFERENCJA EWALUACYJNAWARSZAWA, 13-14.12.2010
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Overview
Why Mixed Modes?
Varieties of Mixed Mode Surveys
Mixed Mode Designs: Sequential versus Concurrent Designs
Limitations: Measurement errors, and how to reduce them
Conclusion
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Survey Modes and their characteristics
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Varieties of Mixed-Mode Surveys
“Mixed mode survey systems”• Modes of contact with respondent• Modes of data collection
Mixed mode data collection• Mixing modes within an interview: same respondent, different
modes• Mixing modes across interviews: different modes for different
respondents
This is what I am talking about.
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Mixed Mode Survey Designs: sequential
Idea: Offer the cheapest mode first, the next cheapest second, and the most expensive mode last
Example: American Community Survey
1. Postal questionnaires
2. Telephone interviews
3. Face-to-face interviews
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Mixed Mode Survey Designs: Concurrent
Idea: Give respondents a choice of mode
But: there is no evidence that freedom of choice increases the motivation to participate!
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Survey modes: implications for measurement effects
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Limitations of mixed mode surveys: Measurement effects
Sensory Channel: Hearing: recency effects Sight: primacy effects
Privacy and trust: social desirability bias
Respondent motivation and task difficulty Satisficing
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Measurement effects: primacy and recency.
A “long list” question
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Social desirability biasLarge bias (poor quality)
Small bias (good quality)
Telephone Interviews
Face-to-face Interviews
Self-completion questionnaires (post or web)
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Questionnaire design: unified mode & mode-specific design
(after Dillman et al., 2009, p. 326)
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Conclusions
Mixing modes can save costs and yield high response rates
But it is not an “easy solution”: mixed mode studies must be carefully designed. A mixed mode survey must have:
A good plan for following up non-respondents (to encourage high response rates)
Careful question and questionnaire design (to reduce measurement effects)
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Peter MartinCentre for Comparative Social Surveys, London
Thank you !