Mixed-mode surveys: 4 reasons to use it
Ask better questions, take advantage of the right methodologies, use more effective techniques for your target. These are just some of the many reasons that make the difference in market research. The goal is the same: increase response rate, that is to say, complete as many interviews as possible.
How? In many cases, a good solution is mixed data collection (mixed-mode surveys).
Let’s see why it’s important to integrate it into your project strategy.
Mixed-Mode surveys in practice
D.A. Dillman and J. Tarnai – authors of several books on data collection – stated in 1988:
“Mixed-Mode surveys are the future of data collection.”
But what really is Mixed-Mode? Mixed-mode is mixing methodologies in data collection to get a higher response rate and quality of answer.
You’re using mixed-mode if you start an interview via CATI and then you finish it via CAWI, for example. Or also if you’re collecting data via CATI, CAWI, and CAPI simultaneously.
Mixed-mode surveys: 4 (essential) reasons to use them
Web, face-to-face, phone: which methodology can help you complete more interviews? As said the answer is not one but multiple methodologies together. Here’s a 4 points list on why to use it:
- A wider target.
In the US about 10% of the population doesn’t have Internet access (source: Pewresearch – 2019). This could be enough to include the use of phone interviews – and not just web – to widen our target
- Speed uptime.
Time is a limited resource and mixed-mode can speed up questionnaire compiling using more methodologies sub sequentially or at the same time.
- Increase the quality of answers.
Sometimes during a web interview, an open-end answer may result incomplete or not coherent with the question. In this case, adding a phone or face-to-face methodology to the survey may be the best solution.
- Meet respondent’s request.
The respondent can opt for his favorite methodology being able to choose from a variety of them.
How IdSurvey can maximize your response rate
Low response rate or survey methodology not suitable for the target: these are factors to avoid to make a survey effective and we can help you reach this goal.
IdSurvey is designed and optimized to take advantage of all mixed-mode surveys benefits:
- It’s the only software in the market where you can really design and manage your CATI, CAWI, and CAPI interviews simultaneously in one interface
- You can use all methodologies with just one click. You don’t need any importation or exportation
- All methodologies in one single survey. Interviews can be simultaneously collected via phone, web, and face to face
- you can start the interview with one mode and complete it with another without losing any data at all