title: Identifying predictors of survey mode preference.
abstract: To increase the likelihood of response, many survey organizations attempt to provide sample members with a mode they are thought to prefer. Mode assignment is typically based on conventional wisdom or results from mode choice studies that presented only limited options. In this paper we draw heavily on research and theory from the mode effects and the survey participation literatures to develop a framework for understanding what characteristics should predict mode preferences. We then test these characteristics using data from two different surveys. We find that measures of familiarity with and access to a mode are the strongest predictors of mode preference and measures of safety concerns, physical abilities, and normative concerns are unexpectedly weak predictors. Our findings suggest that variables that may exist on sample frames can be used to inform the assignment of "preferred" modes to sample members.
authors.affiliation: Department of Sociology, University of Nebraska-Lincoln, 724 Oldfather Hall, Lincoln, NE 68588-0324, United States. Electronic address: jsmyth2@unl.edu.
authors.forename: Jolene D
authors.initials: JD
authors.lastname: Smyth
authors.affiliation: Department of Sociology, University of Nebraska-Lincoln, 703 Oldfather Hall, Lincoln, NE 68588-0324, United States. Electronic address: kolson5@unl.edu.
authors.forename: Kristen
authors.initials: K
authors.lastname: Olson
authors.affiliation: Sociology Program, Westminster College, 1840 South 1300 East, Foster Hall, Salt Lake City, UT 84105, United States. Electronic address: morganmillar@gmail.com.
authors.forename: Morgan M
authors.initials: MM
authors.lastname: Millar
mesh_terms: D001290:Attitude; D003625:Data Collection / Q000379:methods*; D005260:Female; D006801:Humans; D020407:Internet; D008297:Male; D008875:Middle Aged; D011177:Postal Service; D021641:Recognition, Psychology; D011795:Surveys and Questionnaires; D013689:Telephone
keywords: Mail survey; Mixed-mode; Mode preference; Telephone survey; Web survey