IVR and web administration in structured interviews utilizing rating scales: Exploring the
role of motivation as a moderator to mode effects
Venue
International Journal of Social Research
Methodology, vol. 14 (2011), pp. 1-15
Publication Year
2011
Authors
Yongwei Yang, Mario Callegaro,
Dennison S. Bhola, Don A. Dillman
BibTeX
Abstract
Survey researchers have reported differing results on frequency distributions when
the same item is delivered via an interactive voice response (IVR) system versus
the web. The current paper expands such research into the organizational research
field and evaluated the hypothesis that respondent motivation affects the
occurrence of mode differences. In this study, personnel selection instruments
using five‐point Likert scales were administered to job applicants and job
incumbents. Data were collected via IVR or via the web. With job incumbents, the
mode effect observed was similar in magnitude to that observed in the survey
research literature. However, with job applicants the mode effect was smaller.