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Learning and fatigue during choice experiments: a comparison of online and mail survey modes
Author(s) -
Savage Scott J.,
Waldman Donald M.
Publication year - 2008
Publication title -
journal of applied econometrics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.878
H-Index - 99
eISSN - 1099-1255
pISSN - 0883-7252
DOI - 10.1002/jae.984
Subject(s) - respondent , preference , the internet , quality (philosophy) , computer science , survey data collection , psychology , statistics , econometrics , advertising , world wide web , business , mathematics , political science , philosophy , epistemology , law
Abstract This study investigates the effect of survey mode on respondent learning and fatigue during repeated choice experiments. Stated preference data are obtained from an experiment concerning high‐speed Internet service conducted on samples of mail respondents and online respondents. We identify and estimate aspects of the error components for different subsets of the choice questions, for both mail and online respondents. Results show mail respondents answer questions consistently throughout a series of choice experiments, but the quality of the online respondents' answers declines. Therefore, while the online survey provides lower survey administration costs and reduced time between implementation and data analysis, such benefits come at the cost of less precise responses. Copyright © 2008 John Wiley & Sons, Ltd.