Comparing the Generalizability of Online and Mail Surveys in Cross-National Service Quality Research

To compare the generalizability of online and mail surveys in a cross-national service quality study, the authors use G-theory and find a comparable level of generalizability, though online surveys benefited from considerably lower costs. This article contributes to the current comparison of the res...

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Bibliographische Detailangaben

Veröffentlicht in:	Marketing Letters. - Springer Science + Business Media. - 17(2006), 2, Seite 119-136
1. Verfasser:	Deutskens, Elisabeth (VerfasserIn)
Weitere Verfasser:	de Jong, Ad, de Ruyter, Ko, Wetzels, Martin
Format:	Online-Aufsatz
Sprache:	English
Veröffentlicht:	2006
Zugriff auf das übergeordnete Werk:	Marketing Letters
Schlagworte:	Online marketing research Response quality Generalizability theory Mathematics Applied sciences Business Economics