Location: 368A Heady Hall
Description: Wuyang Hu (University of Kentucky)
"Has the Time Arrived for Online Consumer Surveys: A Comparison of an Online Survey to a Traditional Mailed Survey"
Abstract: Internet consumer surveys have become increasingly popular in agricultural and food research. This study compares the results of an identical survey instrument implemented by mail and the Internet respectively. Aspects compared include survey logistics, timelines, costs, consumer demographics and socioeconomic features, observed univariate variables, and multivariate regression coefficient estimates and predictions. Results do reveal some differences in data collected by these two approaches. However, given the similarities between the two samples, the differences observed do not offer enough support for either approach to be superior to the other. It appears both methodologies can generate high quality data and are appropriate when used carefully.