A comparative analysis of mail and internet surveys

Th e field of survey research is constantly evolving with the introduction of new technologies. Each new mini-revolution brings criticism about the accuracy of the new survey method. The latest development in the survey research field has been increased reliance on Internet surveys. This paper compares data collected through a mixed-mode (mail and Internet) survey of Zuma Beach users in Malibu, CA, focusing on differences in response rate and in responses to questions between the two modes. Two-sample t-tests were performed on each variable to determine differences between the modes. These tests found 15 significant differences in responses to demographic variables, scale items, and Likert items. The format of questions is discussed as a possible explanation for some of these differences in responses.