Kim L. Boyer|John R. Olson|Roger J. Calantone|Eric Jackson
Print versus electronic surveys: a comparison of two data collection methodologies
Michigan State University|DePaul University|Michigan State University|Michigan State University
abstract paper compares responses consumers submitted answers survey instrument focusing internet purchasing patterns electronically using traditional paper response methods present results controlled experiment within larger data collection effort survey instrument completed 416 internet customers major office supplies company approximately 60 receiving survey paper form 40 receiving electronic version order evaluate efficacy electronic surveys relative traditional printed surveys conduct two levels analysis macrolevel compare two groups similarity terms fairly aggregate coarse data characteristics response rates proportion missing data scale means interitem reliability finegrained microlevel compare two groups aspects data integrity presence data runs measurement errors deeper finergrained analysis allows examination potential benefits flaws electronic data collection findings suggest electronic surveys generally comparable print surveys respects key advantages challenges researchers evaluate notably sample indicates electronic surveys fewer missing responses codedpresented flexible manner namely contingent coding different respondents receiving different questions depending response earlier questions offers researchers new capabilities