Does mode matter? A comparison of telephone, mail, and in-person treatments in contingent valuation surveys.

The choice of survey mode in contingent valuation research has long been debated in the literature. However, there is limited evidence as to how mode impacts behavior. Using an identical survey administered with telephone, mail, and in-person interviews, this is the first research to examine mode effects using all three commonly employed modes in contingent valuation research. Results show that there is some evidence of social desirability bias in the telephone survey. In addition, the role of income in the decision-making process is an important consideration.