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Journal of the Academy of Marketing Science

, Volume 36, Issue 3, pp 409–422 | Cite as

Assessing response styles across modes of data collection

  • Bert WeijtersEmail author
  • Niels Schillewaert
  • Maggie Geuens
Article

Abstract

Cross-mode surveys are on the rise. The current study compares levels of response styles across three modes of data collection: paper-and-pencil questionnaires, telephone interviews, and online questionnaires. The authors make the comparison in terms of acquiescence, disacquiescence, and extreme and midpoint response styles. To do this, they propose a new method, namely, the representative indicators response style means and covariance structure (RIRSMACS) method. This method contributes to the literature in important ways. First, it offers a simultaneous operationalization of multiple response styles. The model accounts for dependencies among response style indicators due to their reliance on common item sets. Second, it accounts for random error in the response style measures. As a consequence, random error in response style measures is not passed on to corrected measures. The method can detect and correct cross-mode response style differences in cases where measurement invariance testing and multitrait multimethod designs are inadequate. The authors demonstrate and discuss the practical and theoretical advantages of the RIRSMACS approach over traditional methods.

Keywords

Response styles Modes of data-collection Measurement invariance Survey research 

Notes

Acknowledgement

The authors would like to thank the Intercollegiate Center for Management Sciences (Belgium) and Insites for supporting the research reported in this paper. Further, the authors would like to thank the following people for their feedback on previous versions of the paper: Hans Baumgartner, Jaak Billiet, Marion Debruyne, Koen Dewettinck, Alain De Beuckelaer and Patrick Van Kenhove.

Supplementary material

11747_2007_77_MOESM1_ESM.pdf (312 kb)
Supplement 1 ESM 1 (PDF 319 341 kb)

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Copyright information

© Academy of Marketing Science 2007

Authors and Affiliations

  • Bert Weijters
    • 1
    Email author
  • Niels Schillewaert
    • 1
  • Maggie Geuens
    • 2
  1. 1.Vlerick Leuven Gent Management SchoolGhentBelgium
  2. 2.Ghent UniversityGhentBelgium

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