Article
Item Non-response of Different Question Types and Formats in Mixed-mode Surveys: A Case Study of a Public Broadcasting TV Station’s members
Journal of Communication and Media Research
(2017)
Abstract
As the mixed-mode survey is increasingly used, this study examines the response quality ina mixed-mode telephone and Web survey across different types of questions. Survey datawere collected by telephone and Web from 273 members of a U.S. public broadcasting TVstation’s members who donated to the TV station. We compared the participation rates ofthe telephone survey and the Web survey and the gain in responses using mixed modesurveys; the overall item-completion rate, the effect of question format, order, and type onitem non-response rates of telephone and Web modes; and assessed whether demographic characteristics of respondents predict item non-response in different survey modes.Although the response quality in Web surveys was superior to telephone surveys in mosttypes of questions by contents and formats, demographic questions were the ones withhighest item non-response in Web surveys, but not in telephone surveys. We found survey mode was the single most significant and strong predictor of survey completion rate while other demographic variables such as age and education of respondents were insignificant.Implications for survey researchers trying to use either Web or telephone surveys ormixed-mode surveys economically and importance of preferred contact information are discussed.
Keywords
- Mixed-Mode Survey,
- Item Non-Response,
- Online Survey,
- Telephone Survey,
- Data Quality
Disciplines
Publication Date
Spring April 1, 2017
Citation Information
Weiwei Jiang, Louisa Ha, Mohammad Abuljadail and Saud A Alsulaiman. "Item Non-response of Different Question Types and Formats in Mixed-mode Surveys: A Case Study of a Public Broadcasting TV Station’s members" Journal of Communication and Media Research Vol. 9 Iss. 1 (2017) p. 173 - 184 Available at: http://works.bepress.com/louisa_ha/44/