Response styles and how to correct them
Weijters, Bert Geuens, Maggie Schillewaert, Niels
Weijters, Bert
Geuens, Maggie
Schillewaert, Niels
Citations
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Publication Type
Journal article
Editor
Supervisor
Publication Year
2009
Journal
GfK Market Intelligence Review
Book
Publication Volume
1
Publication Issue
2
Publication Begin page
44
Publication End page
53
Publication NUmber of pages
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Abstract
Cross-mode surveys are on the rise. Unfortunately, data obtained from different modes of data collection (e.g., tele-phone and online data) may not be comparable due to measurement bias, especially differences in acquiescence, disacquiescence, extreme and midpoint response styles. This article discusses a study that finds response style dif-ferences between data based on the same questionnaire, but obtained by different modes of data collection: paper-and-pencil questionnaires, telephone interviews, and on-line questionnaires. Similar problems may also occur in cross-national data. We propose a new method to measure response styles and correct for them: the representative in-dicators response style means and covariance structure (RIRSMACS) method