It's the culture, stupid! A cross-cultural comparison of data collection methods

Bart Wichers and Evelien Zengerink

A lot of research has been conducted regarding mode effects caused by social desirable response behavior and response style effects.

It's the culture, stupid! A cross-cultural comparison of data collection methods

Bart Wichers and Evelien ZengerinkTNS NIPO, Netherlands

INTRODUCTION

Although market research is already an established area of expertise, the subject is still very alive and continually developing. Some of the most important developments in market research are: 1) the development of new instruments: a shift from telephone (CATI) and face-to-face (CAPI) towards online data collection (CAWI), 2) the development of new ways of sampling: a shift from ad hoc to access panels, and 3) globalization: technological developments create more opportunities for a global approach in fieldwork....

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