The Choice of a Survey Mode in Country Images Studies

Abstract

This study empirically examines how the choice of a survey mode affects subjects' attribute ratings of products made in different countries, their attitudes toward products, and their intent to purchase products. Three surveys were conducted that used different modes (personal, telephone, and self-administered) with samples drawn from the same consumer population. The study found significant interactions between the survey mode and products' country of origin. Specifically, the study examined six patterns of response variations across survey modes implied by social desirability biases, demand artifacts, and haloing biases. The findings indicate that personal interviews may be susceptible to demand artifacts, and self-administered surveys may be vulnerable to haloing biases. Although tentative, thefindings also suggest that social desirability biases may be more lihely to occur in telephone interviews than in other modes.