Weijters, BertGeuens, MaggieSchillewaert, Niels2017-12-022017-12-02200910.2478/gfkmir-2014-0077http://hdl.handle.net/20.500.12127/3283Cross-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) methodenGfK Market Intelligence Review2628-166X5121335898439063750