While ACSI research focuses first and foremost on consumer satisfaction results and the implications of these results for companies and government agencies, there is a great deal of additional knowledge that can be gained from the rich and expansive ACSI database. This past Friday, May 13th, some of this knowledge was shared with an audience at the 66th Annual American Association for Public Opinion Research Conference. In a presentation delivered by Dr. Forrest Morgeson, the consequences of multi-mode, multi-method satisfaction data collection (i.e. conducting interviewing over both the telephone and the Internet) were discussed. The results indicate that in regards to consumer satisfaction research, collecting data over both the telephone and the Internet does not dramatically impact or alter the sample or the conclusions, when compared to data collected only over the telephone. Thus contrary to the findings of some other research (mostly focused on interviewing regarding political opinions), multi-method interviewing appears to be a promising tool for satisfaction researchers, if done carefully and correctly.
You can download a copy of the presentation here: ACSI AAPOR Presentation.