Most studies will use a mixture of different modes of data collection. Some might vary the mode by sweep – for example, using face to face interviewing for some sweeps, and online or telephone methods for others. In other cases, studies might use different modes of data collection for the same sweep.
Many longitudinal studies, against a backdrop of falling response rates and shrinking research budgets, are exploring how best to combine different modes of data collection in the same sweep, both as a way of increasing response and reducing costs.
Changing mode between study sweeps, and mixing modes within a single sweep, raises particular questions about the comparability of information collected using different modes.
Measurement error can occur when study participants interpret and answer the same questions in different ways depending on the mode by which it is being asked. Participants may, for example, answer a question about a sensitive topic differently if an interviewer is or is not administering the questionnaire. Or responses may vary depending on whether or not a list of answer options is shown to the participant (as would happen in any visual mode) or read out to them (as would be the case with a telephone interview).
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