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Response Styles and how to Correct them

Author

Listed:
  • Weijters Bert

    (Is Assistant Professor of Marketing at Vlerick Leuven Gent Management School, Reep 1, 9000 Ghent, Belgium)

  • Geuens Maggie

    (Is Associate Professor of Marketing at Vlerick Leuven Gent Management School, Reep 1, 9000 Ghent, Belgium)

  • Schillewaert Niels

    (Is Professor of Marketing at Vlerick Leuven Gent Management School and Ghent University, Hoveniersberg 24, 9000 Ghent, Belgium)

Abstract

Cross-mode surveys are on the rise. Unfortunately, data obtained from different modes of data collection (e.g., telephone 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 differences between data based on the same questionnaire, but obtained by different modes of data collection: paper-and-pencil questionnaires, telephone interviews, and online 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 indicators response style means and covariance structure (RIRSMACS) method

Suggested Citation

  • Weijters Bert & Geuens Maggie & Schillewaert Niels, 2009. "Response Styles and how to Correct them," NIM Marketing Intelligence Review, Sciendo, vol. 1(2), pages 44-53, November.
    • Handle: RePEc:vrs:gfkmir:v:1:y:2009:i:2:p:44-53:n:6
    DOI: 10.2478/gfkmir-2014-0077
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    Cited by:

    1. Poulton, David W. & Kaplinsky, Eran S., 2022. "Unfinished business: Market-based instruments under the Alberta Land Stewardship Act," Land Use Policy, Elsevier, vol. 123(C).

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