Finding alternatives on how to conduct surveys during the pandemic

By Haidah Halid

GOMBAK, 10 November 2020: ˜Contactless mixed mode and mixed device surveys are the best alternative in conducting research right now, says Prof. Edith de Leeuw during the second session of a workshop at the “WAPOR Asia Kuala Lumpur 2020” virtual conference on Monday (9 November). 

Prof. de Leeuw was making her presentation on the topic ˜Survey Research in a Changing World: Successful Mixed Mode and Mixed Device Surveys together with Miss Anne Elevelt from Utrecht University, Netherlands. 

In traditional research approaches, mixed modes were used to ensure increased efficiencies and maximum coverage of a sample. However, with the current pandemic, Prof. de Leeuw explains that a ˜contactless mixed mode approach has become more practical and relevant when conducting research. 

A mix of computer assisted telephone interviews (CATI), video interviews, and online surveys are some of the options that are being used by researchers today after the traditional ˜face-to-face interviews were suspended due to health and safety issues.

The new and modern ways of conducting research was further explained by Miss Anne Elevelt, a PhD student focusing on a study regarding smart-phone based surveys. In her presentation, Miss Elevelt, stressed on how a mixed-device approach in conducting surveys is the best way as of right now. 

The current pandemic had pushed researchers to use online surveys more often than the other modes.

œTraditionally, all online surveys were computer based. However, with new and modern technology, online surveys are now considered to be mixed device surveys as respondents are able to access them via smartphones or tablets, Miss Elevelt said. 

According to the speakers, this innovative change from a segregated device (computer) to a mixed device system (smartphones and tablets) has proven to be more beneficial to researchers in the current unprecedented situation right now. “Now, more than ever researchers have seen and used mixed mode and device approaches when conducting research.” 

The research workshop that carried the theme on exploring the ‘Concept of Mixed-Mode and Mixed Device was moderated by Communication lecturer, Dr. Wan Norshira Wan Mohd Ghazali, who is also the coordinator of IIUMToday.***