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American Association for Public Opinion Research

Webinar Details

Why Do a Mixed-Mode Survey?

Don Dillman, PhD

Tuesday, March 14, 2017
12:00 - 1:30 PM CDT/ 1:00 - 2:30 PM EDT/ 10:00 - 11:30 AM PDT

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About This Course:


Mixed-mode designs are likely to produce higher quality results than single mode surveys in today’s survey environment. Don Dillman, who has been designing and implementing mixed-mode surveys for nearly 30 years, will discuss the reasons mixed-mode surveys have become the design of choice for many surveys. He will explain why the benefits of mixed-mode designs often has less to do with people’s mode preferences for responding by a particular mode than it does the power of multiple contact modes to overcome coverage and response rate limitations associated with single mode surveys. In this webinar, which draws heavily from his research, the strengths and weaknesses of various mixed-mode designs will be discussed, while emphasizing the evolution towards a “web-push” approach that starts with mail contact. He will discuss the reasons that such methods are now experiencing increased use in countries throughout the world as an alternative to single mode telephone and in-person surveys. Also discussed is the need for unified mode construction of across survey modes that has become especially important as the use of smartphones continues to increase. Participants will gain insight into best practices for creating effective mixed-mode designs.
 

Learning Objectives:

 
  1. To learn the ways that survey data quality can be improved through the use of mixed-mode survey designs.
  2. To understand the individual contributions of contact mode, response mode, and other aspects of mixed-mode data collection effects on survey data quality.
  3. To provide respondents with examples of how specific mixed-mode designs such as web-push methods, can be created and implemented.
 

About the Instructor:

 
Don Dillman
is Regents Professor in the Department of Sociology and the Social and Economic Sciences Research Center at Washington State University in Pullman, where he has maintained a research program on developing survey methods appropriate to the times since 1970. His recent research has focused heavily upon developing effective, but practical, mixed-mode designs to improve survey data quality, with a particular emphasis on web-push methods that require an initial mail contact. The 4th edition of his 1978 book on tailored survey design methods (2014, with Jolene Smyth and Leah Christian) includes a heavy emphasis on mixed-mode designs that provides background for this webinar. Dillman served as The Census Bureau’s senior survey methodologist, 1991-1996, and received the 2000 Roger Herriot Award for Innovation in Federal Statistics for his work on redesigning data collection procedures for the Decennial Census. A former president of AAPOR he received it’s 2002 Distinguished Achievement award. His current research emphasis is on improving the effectiveness of communication sequences for improving survey response rates and representation. .