Title

A comparison of reliability between telephone and web-based surveys.

SelectedWorks Author Profiles:

Karin Braunsberger

Document Type

Article

Publication Date

2007

Date Issued

2007-01-01

Date Available

2013-05-30

ISSN

0148-2963

Abstract

The purpose of the present study was to compare a methodologically sound telephone interviewing technique to the most promising web survey technique. Specifically, the web survey conducted for the present study randomly selected respondents who were members of a consumer panel whereas the telephone survey used a “cold-calling” method to randomly selected respondents. Two waves of each telephone surveys and web-panel surveys were conducted. The present study is one of the first to empirically show that web panels can produce more reliable data estimates than telephone surveys. Further, web panels are cheaper and less time consuming to conduct than telephone surveys. Even though web panels might not be appropriate for all survey research endeavors, the results show that they can be a viable alternative to telephone surveys that allows researchers to conduct high-quality research.

Comments

Abstract only. Full-text article is available through licensed access provided by the publisher. Published in Journal of Business Research, 60(7), 758-764. doi:10.1016/j.jbusres.2007.02.015 Members of the USF System may access the full-text of the article through the authenticated link provided.

Language

en_US

Publisher

Elsevier

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.