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SURVEYS: MAIL :
SURVEYS: MEDIA :
RESEARCH :
REPORTS :
COMPARISONS :
STATISTICS :
DATA:
A Comparison of Mail and Internet Survey Procedures
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A Comparison of Mail and Internet Survey Procedures
Jung-Ho Suh
Department of Community Sustainability
Michigan State University
East Lansing, MI 48824
[log in to unmask]
Dan McCole
Michigan State University
Don Holecek
Michigan State University
http://scholarworks.umass.edu/cgi/
viewcontent.cgi?article=1046&context=nerr
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A shorter URL for the above link:
.
http://tinyurl.com/nlt7jyy
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Abstract
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Internet surveying continues to grow in tourism and leisure research.
Internet surveying, according to the literature, has a number of
advantages; it saves time and money, data entry is direct, it reaches a
larger population, and the response rate is higher than that of other
methods. Despite such advantages, it would be premature to proclaim its
replacing of mail surveying. This study aims to identify any significant
differences in procedures between Internet and mail surveys.
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As part of a wine tourism research project, researchers distributed either
Internet-based or mail paper-based surveys to 3,649 participants.
Participants were recruited by tasting room operators from 15 wineries in
northern Michigan. A comparison study looked at the respondents preferred
survey procedures and differences between the response rates and response
content of the two procedures. Results show that, indeed, the response
rate, profiles of respondents, and visitor experience questions differ
according to procedure.
.
snip
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It is possible to
explain that Internet survey respondents tend to be younger and more
active buyers when it comes to buying wine at a
tasting room. Moreover, the result from satisfaction-related questions
demonstrated no significant difference at the 0.05
level between the two survey methods. Although none of the six customer
satisfaction questions was statistically
significant, there was a clear pattern to the result. Mail survey
respondents indicated a slightly higher response for every
customer satisfaction question. In other words, mail survey respondents
tended to indicate a great deal of satisfaction in
the context of wine tasting room experience.
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However, this study offers a unique opportunity to examine differences in
response when participants are given a choice of procedures. We found
there was a much higher preference for the Internet procedure over the
mail survey.
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The results of this study will inform future survey research projects
where a choice of procedures is possible. For a future study, this study
can offer several recommendations. The significant differences of response
rate between two survey modes could be demonstrated more clearly if random
sampling is used. Additionally, it is recommended that including more
comparison variables will indicate the difference more distinctly. 6.0
References
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.
The complete article may be read at the URL above.
.
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Sincerely,
David Dillard
Temple University
(215) 204 - 4584
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