Mode and gender effects on survey data quality

Abstract

Affordable and user-friendly computer technology has made it possible to administer surveys on computers. However, even though computer administration of surveys is becoming a popular mode of data acquisition, little is known about the effect that this method may have on the quality of data collected. Gender differences are known to exist with regard to cognitive dimensions of computer literacy, but reports of gender effects on various modes of data collection are conflicting. This study examined the effects of mode of acquisition on data quality and the interaction effects of mode and gender. Computer-administered questionnaires and pencil-and-paper questionnaires served as the modes of administration. Omission rates, response distortion, completeness of the answer, and psychometric scale reliability were the measures of data quality. A student sample of 400 respondents was surveyed, and mode of administration did not impact data quality alone or in interaction with gender.