Abstract

The purpose of this study was to examine the impact of mode of administration and survey format on response distortion. In particular, the study was interested in response bias in web surveys taken without the presence of the administrator. A theoretical model is presented that argues that mode of administration and survey format creates varying levels of perceived anonymity, which predicts response distortion. 222 undergraduate students recruited from communication courses at a southwestern university participated in the study. The study tested hypotheses of main effects for mode of administration (remote or lab) and survey format (paper or web) to parse out previous speculation regarding the confounding of these variables in the response distortion literature. The overall analysis did not support the hypotheses, but several significant effects and interactions were found. The results indicated a main effect for computer attitudes and gender.