New data collection modes for surveys: a comparative analysis of the influence of survey mode on question-wording effects

New opportunities have recently emerged in survey practice, coupled with a need to make changes, and alternative survey data collection modes such as those based on new technologies (for example, the Web and mobile phones) have become a focus of interest. Studies have considered the biases due to data collection modes and to the wording of questions in questionnaires, but they have rarely dealt with the interaction between the two phenomena. This paper presents the results of a study on the interactions between some of the best-known question-wording effects and three data collection modes: face-to-face, Web-based and SMS-based (Short Text Messaging). The results have highlighted some interesting characteristics of the various modes — innovative ones in particular — and have confirmed the existence of potential interactions between data collection modes and question-wording effects. The findings may have significant implications for the study and practice of surveys and entail that, when surveys are designed, account is taken of specific factors associated with the method used to word the questions in questionnaires.