Parallel Mixed Mode Surveys on Consumer Attitude towards Fresh Produce

Abstract

This paper investigates the effect of parallel mixed mode surveys on findings of a study on the Malaysian consumers’ attitude towards buying of fresh produce from the large retail stores. Two survey methods were employed, i.e., a face to face interview and an online survey with each required different sampling technique and questioning methods. Statistical tests such as t-test, and chi-square were used to detect mean differences. A factor analysis was run to elucidate the major salient factors that explain the consumers’ choice on certain large scale retail stores for fresh produce. The findings suggest that despite the biases of each method and minor differences in results, both are complementary as each rectifies each other’s weaknesses.