Application Of Media Richness Theory To Data Collection

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Beverly Wright
Paul H. Schwager
Naveen Donthu


media richness theory, data collection methodology, survey method, response distortion, item omission


Researchers and practitioners are becoming more dependent on electronic means of data collection. This study utilizes media richness theory (MRT) as a means to better understand respondent performance in data collection among adults and adolescents. Examining the differences between paper and pencil, interview and electronic form methods of data collection, the results of this study indicate that matching task type to data collection method according to MRT principles produces improved levels of response distortion as expected; however, item omissions are not influenced in the manner anticipated from MRT concepts.


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