Comparing acquiescent and extreme response styles in face-to-face and web surveys

Comparing acquiescent and extreme response styles in face-to-face and web surveys Likert scales are popular for measuring attitudes, but response style, a source of measurement error associated with this type of question, can result in measurement bias. This study investigates the effect of data collection mode on both types of response styles using data from the 2012 American National Election Studies (ANES). 2012 was the 1 year in which ANES conducted two parallel surveys, one through face-to-face interviews and another through Web, using two independent national probability samples and an identical questionnaire. We used three sets of balanced Likert scales from the survey to measure the acquiescent and extreme response styles. Using the latent class analysis modeling approach, we find that: (1) both acquiescent and extreme response styles exist in both face-to-face and Web survey modes; (2) face-to-face respondents demonstrate more acquiescent and extreme response styles than Web respondents; (3) the mode effect is similar for white, black and Hispanic respondents. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

Comparing acquiescent and extreme response styles in face-to-face and web surveys

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Publisher
Springer Journals
Copyright
Copyright © 2016 by Springer Science+Business Media Dordrecht
Subject
Social Sciences; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
D.O.I.
10.1007/s11135-016-0320-7
Publisher site
See Article on Publisher Site

Abstract

Likert scales are popular for measuring attitudes, but response style, a source of measurement error associated with this type of question, can result in measurement bias. This study investigates the effect of data collection mode on both types of response styles using data from the 2012 American National Election Studies (ANES). 2012 was the 1 year in which ANES conducted two parallel surveys, one through face-to-face interviews and another through Web, using two independent national probability samples and an identical questionnaire. We used three sets of balanced Likert scales from the survey to measure the acquiescent and extreme response styles. Using the latent class analysis modeling approach, we find that: (1) both acquiescent and extreme response styles exist in both face-to-face and Web survey modes; (2) face-to-face respondents demonstrate more acquiescent and extreme response styles than Web respondents; (3) the mode effect is similar for white, black and Hispanic respondents.

Journal

Quality & QuantitySpringer Journals

Published: Feb 23, 2016

References

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