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Activity Number:
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397
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Type:
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Invited
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Date/Time:
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Wednesday, August 6, 2003 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Survey Research Methods
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| Abstract - #300395 |
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Title:
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Comparing Data Quality in Telephone and Internet Surveys: Results of Lab and Field Experiments
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Author(s):
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Jon Krosnick*+
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Companies:
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The Ohio State University
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Address:
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1885 Neil Ave., Columbus, OH, 43210-1222,
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Keywords:
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surveys ; RDD ; internet ; politics ; telephone ; interviewing
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Abstract:
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This paper will report the results of two studies comparing telephone survey data collection to data collection via the internet. One study compared a national RDD telephone survey with national Internet surveys (by Knowledge Networks and Harris Interactive) done before and after the 2000 U.S. presidential election using the same questionnaires. The telephone and Knowledge Networks samples were more representative of the nation than was the volunteer Harris Interactive sample in terms of demographics and electoral participation. The Harris Interactive sample was more engaged in and knowledgeable about politics than were the other two samples. Even controlling for these demographic and engagement differences, the telephone data manifested more random measurement error, survey satisficing, and social desirability response bias than did the KN and HI data, and the KN data manifested more random error and satisficing than did the HI data. A laboratory experiment comparing telephone interviewing to computer responding confirmed the same results and suggested that internet survey data collection offers some clear advantages over the telephone.
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