2017
DOI: 10.1080/08974438.2017.1382422
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Hybrid Surveys: A Method for the Effective Use of Open-Ended Questions in Quantitative Food Choice Surveys

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Cited by 12 publications
(6 citation statements)
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“…This method is highly suitable if unbiased data is needed on a specific topic ( Pratt et al, 2000 ; Salzl et al, 2008 ; Hilton, 2015 ). However, a prerequisite for the application is to allow enough space for responses (which we ensured by the subsequently conducted semi-structured interviews) and not to present too many details ( Altintzoglou et al, 2018 ). Furthermore, the format must be clear from the onset and must include the thematic focus of interest.…”
Section: Methodsmentioning
confidence: 99%
“…This method is highly suitable if unbiased data is needed on a specific topic ( Pratt et al, 2000 ; Salzl et al, 2008 ; Hilton, 2015 ). However, a prerequisite for the application is to allow enough space for responses (which we ensured by the subsequently conducted semi-structured interviews) and not to present too many details ( Altintzoglou et al, 2018 ). Furthermore, the format must be clear from the onset and must include the thematic focus of interest.…”
Section: Methodsmentioning
confidence: 99%
“…Consider this observation from iModerate (2018): “The companies that win are the ones that have a 360-degree view of their consumer and their competitors. There is no better way to get this view than to blend methods for a complete picture of your customers.” Research on hybrid surveys has involved such analyses as these: invitation modes and non-response rates (Maxi et al , 2010; Porter and Whitcomb, 2007), response modes and non-response rates (Millar and Dillman, 2011), combining quantity and quality measures (Mauceri, 2016), the use of open-ended questions (Altintzoglou et al , 2018) and mode effects on answers (Vannieuwenhuyze et al , 2010).…”
Section: A Look Backmentioning
confidence: 99%
“…Other researchers adopting this approach experienced many such benefits from doing so. These included the discovery of information that quantitative methods alone had not produced 17 , explication and/or corroboration of information that quantitative methods had produced 24 , and an enhanced overall understanding of participants perspectives and insight into the nuances of the local context 25 . It was anticipated that the findings yielded from the inclusion of qualitative open questions would supplement findings yielded by the quantitative survey employed.…”
Section: Ethicsmentioning
confidence: 99%