Comparing the Generalizability of Online and Mail Surveys in Cross-national Service Quality Research

Elisabeth Deutskens*, Ad de Jong, Ko de Ruyter, Martin Wetzels

*Corresponding author af dette arbejde

Publikation: Bidrag til tidsskriftReviewForskningpeer review


To compare the generalizability of online and mail surveys in a cross-national service quality study, the authors use G-theoiy and find a comparable level of generalizability, though online surveys benefited from considerably lower costs. This article contributes to the current comparison of the response quality between online and mail surveys. Furthermore, the authors illustrate how G-theory can be used to compare online and mail surveys and take data collection costs into account. Important implications include the process and results of comparing two survey modes and the effects for service research.
TidsskriftMarketing Letters
Udgave nummer2
Sider (fra-til)119-136
StatusUdgivet - 2006
Udgivet eksterntJa


  • Online marketing research
  • Response quality
  • Generalizability theory