Social class and life style differences between modes of data collection

Niels Schillewaert, Annelies Verhaeghe, Kristof De Wulf and Bert Weijters

This paper assesses the external validity of research results from an online internet panel compared to mail, telephone and paper and pencil samples.

Social class and life style differences between modes of data collection

Niels SchillewaertInSites Consulting; and Vlerick Leuven Ghent Management School, Belgium

Annelies VerhaegheInSites Consulting, Belgium

Kristof De WulfXL Online Panels; and Vlerick Leuven Ghent Management School, Belgium

Bert WeijtersVlerick Leuven Ghent Management School, Belgium

INTRODUCTION

With an estimated share of 13% of market research spending, online research is still growing rapidly and the advantages have been well documented (e.g. ESOMAR, 2006; Taylor, 2000). On the other hand mail and telephone surveys have reached maturity as data collection methods (Cobanoglu, Warde and Moreo, 2001). Telephone surveys...

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