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Dr PETER MARTIN CITY UNIVERSITY of LONDON Podejście mieszane (mixed mode) – możliwości i ograniczenia VI KONFERENCJA EWALUACYJNA WARSZAWA, 13-14.12.2010.

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Presentation on theme: "Dr PETER MARTIN CITY UNIVERSITY of LONDON Podejście mieszane (mixed mode) – możliwości i ograniczenia VI KONFERENCJA EWALUACYJNA WARSZAWA, 13-14.12.2010."— Presentation transcript:

1 dr PETER MARTIN CITY UNIVERSITY of LONDON Podejście mieszane (mixed mode) – możliwości i ograniczenia VI KONFERENCJA EWALUACYJNA WARSZAWA,

2 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

3 Survey Modes and their characteristics

4 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.

5 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

6 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!

7 Survey modes: implications for measurement effects

8 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

9 Measurement effects: primacy and recency. A long list question

10 Social desirability bias Large bias (poor quality) Small bias (good quality) Telephone Interviews Face-to-face Interviews Self-completion questionnaires (post or web)

11 Questionnaire design: unified mode & mode-specific design (after Dillman et al., 2009, p. 326)

12 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)

13 Peter Martin Centre for Comparative Social Surveys, London Thank you !


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