TY - JOUR
T1 - Comparing the Generalizability of Online and Mail Surveys in Cross-national Service Quality Research
AU - Deutskens, Elisabeth
AU - de Jong, Ad
AU - de Ruyter, Ko
AU - Wetzels, Martin
PY - 2006
Y1 - 2006
N2 - 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.
AB - 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.
KW - Online marketing research
KW - Response quality
KW - Generalizability theory
KW - Online marketing research
KW - Response quality
KW - Generalizability theory
UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954927381280
U2 - 10.1007/s11002-006-4950-8
DO - 10.1007/s11002-006-4950-8
M3 - Review
AN - SCOPUS:33646579414
VL - 17
SP - 119
EP - 136
JO - Marketing Letters
JF - Marketing Letters
SN - 0923-0645
IS - 2
ER -