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Mechanisms of Mode Choice

Following up yet again, on posts about how people choose modes. In particular, it does seem that different subgroups are likely to respond to different modes at different rates. Of course, with the caveat that it's obviously not just the mode, but also how you get there that matters.

We do have some evidence about subgroups that are likely to choose a mode. Haan, Ongena, and Aarts examine an experiment where respondents to a survey are given a choice of modes. They found that full-time workers and young adults were more likely to choose web over face-to-face.

The situation is an experimental one that might not be very similar to many surveys: Face-to-face and telephone recruitment to the choice of face-to-face or web survey. But at least the design allows them to look at who might make different choices.

It would be good to have more data on persons making the choice in order to better understand the choice. For example, information about how much they use the internet might be useful. Is that the confounding variable that makes it seem like younger people prefer web surveys over CAPI? It would also be good to observe these choices in other settings.

A key to making progress on understanding the impact of mode (and how you get to the mode) is understanding the mechanisms. I'm not sure that we have done enough to understand that. Another opportunity for research...
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