Tim Macer presentation on Multi-Model Research
About a year ago Tim Macer gave a presentation at the SPSS Directions Conference entitled “Weaving, not drowning: An update on take-up and best practices in Mixed- and Multi- mode research.” Long, perhaps even academic sounding title, but actually extremely relevant to folks trying to figure out how to conduct and combine multiple modes of research (phone, web, paper, etc). In his presentation, he agenda covered the following questions:
- Who is doing it, how common is it?
- Why are they doing it?
- Why are some other people not doing it?
- Which modes work best together?
- When does it make sense to switch modes?
- What impact does it have on the data?
- What are the technical requirements?
One really neat concept I hadn’t thought much about was the idea of having a respondent start the survey using one mode (perhaps paper or the phone) and then have them finish the survey in another mode (usually the web). This has been found to help out when it is hard to retain respondents in one mode using a particular data collection method (perhaps they don’t want to hang out in your store for 20 minutes, or maybe they just want to get off the phone).
Multi-mode data collection will become especially useful as we adopt more mobile survey solutions — perhaps have the user start with a WAP based survey and finish up with a web based survey when they get home.
Read Tim’s full article at Meaning (PowerPoint).
Related Categories & Tags
Uncategorized, innovative techniques, methodology Tags: innovative techniques, methodology, multi-mode-research, SPSS-Directions, Tim Macer
