[Tourism] SURVEYS: MAIL : SURVEYS: MEDIA : RESEARCH : REPORTS : COMPARISONS : STATISTICS : DATA: A Comparison of Mail and Internet Survey Procedures

 

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SURVEYS: MAIL :

SURVEYS: MEDIA :

RESEARCH :

REPORTS :

COMPARISONS :

STATISTICS :

DATA:

A Comparison of Mail and Internet Survey Procedures

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A Comparison of Mail and Internet Survey Procedures

Jung-Ho Suh

Department of Community Sustainability

Michigan State University

East Lansing, MI 48824

suhjungh@msu.edu

Dan McCole

Michigan State University

Don Holecek

Michigan State University

http://scholarworks.umass.edu/cgi/ viewcontent.cgi?article=1046&context=nerr

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A shorter URL for the above link:

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http://tinyurl.com/nlt7jyy

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Abstract

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Internet surveying continues to grow in tourism and leisure research. Internet surveying, according to the literature, has a number of advantages; it saves time and money, data entry is direct, it reaches a larger population, and the response rate is higher than that of other methods. Despite such advantages, it would be premature to proclaim its replacing of mail surveying. This study aims to identify any significant differences in procedures between Internet and mail surveys.

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As part of a wine tourism research project, researchers distributed either Internet-based or mail paper-based surveys to 3,649 participants. Participants were recruited by tasting room operators from 15 wineries in northern Michigan. A comparison study looked at the respondents preferred survey procedures and differences between the response rates and response content of the two procedures. Results show that, indeed, the response rate, profiles of respondents, and visitor experience questions differ according to procedure.

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snip

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It is possible to
explain that Internet survey respondents tend to be younger and more active buyers when it comes to buying wine at a
tasting room. Moreover, the result from satisfaction-related questions demonstrated no significant difference at the 0.05
level between the two survey methods. Although none of the six customer satisfaction questions was statistically
significant, there was a clear pattern to the result. Mail survey respondents indicated a slightly higher response for every
customer satisfaction question. In other words, mail survey respondents tended to indicate a great deal of satisfaction in
the context of wine tasting room experience.

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However, this study offers a unique opportunity to examine differences in response when participants are given a choice of procedures. We found there was a much higher preference for the Internet procedure over the mail survey.

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The results of this study will inform future survey research projects where a choice of procedures is possible. For a future study, this study can offer several recommendations. The significant differences of response rate between two survey modes could be demonstrated more clearly if random sampling is used. Additionally, it is recommended that including more comparison variables will indicate the difference more distinctly. 6.0 References

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The complete article may be read at the URL above.

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Sincerely,
David Dillard
Temple University
(215) 204 – 4584
jwne@temple.edu
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