Multimode, Global Scale Usage: Understanding respondent scale usage across borders and devices

This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys.

Multimode, Global Scale Usage: Understanding respondent scale usage across borders and devices

Melanie Courtright, Kartik Pashupati, Annie Pettit and Roddy KnowlesResearch Now

Introduction and scope

As a result of the widespread availability of online and mobile technologies, online data collection has become the dominant paradigm in many developed markets. Indeed, it is rapidly replacing other forms of survey research even in emerging markets. More recently, the introduction and rapid adoption of smartphones has made market researchers focus their attention on the potential and limitations of this form of data collection (Dubreuil and Joubert...

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