Dr Mofoluke Akiode

Dr Mofoluke Akiode

Researcher

Mixed-mode Surveys

1 minute read

Published:

Mixed-mode surveys combine multiple methods or modes of data collection in a single study. That is, instead of relying on a single mode, such as paper-based surveys or face-to-face interviews, researchers use a combination of different modes to collect data from participants. For example, a mixed-mode survey may involve using paper questionnaires alongside online surveys or conducting phone interviews alongside in-person interviews. The specific combination of modes adopted by a researcher can vary depending on the research objectives, target population, and available resources. The purpose of using a mixed-mode survey is to overcome limitations associated with a single mode and enhance data collection effectiveness. Mixed-mode surveys allow researchers to reach a broader range of participants.

Research background

Context: The survey research was based in a developing-country context (Nigeria) and carried out at a UK University.

Data collection: Paper-based and web-based surveys.

Data analysis: Categorical principal component analysis, latent class analysis of structured data, and thematic analysis.

Case study: Using a mixed-mode survey to explore transnational entrepreneurs’ dynamics in entrepreneurial ecosystems

This case study examines how a mixed-mode survey was used to investigate how non-local or transnational (diaspora) actors and their resources can help achieve the unmet goals of entrepreneurial ecosystems. In addition, the case discusses how this approach helped reach a population that is difficult to access, improve response rates, capture diverse perspectives, and address the preferences and accessibility needs of different individuals. It also discusses how data was gathered through structured responses from a large and geographically diverse audience.

Conclusion

After studying this case, readers should be able to understand why mixed-mode surveys are chosen based on methodological considerations. Readers should also be able to understand the connection between research questions and data analysis techniques. Finally, they should be able to explain the rationale behind the effective use of mixed-mode surveys.

Akiode, M., & Fuller-Love, N. (2023). Using Mixed-Mode Survey in Exploring Transnational Entrepreneurial Ecosystems. Sage Research Methods: Business.

Readers might also be interested in this paper.

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