Mixed-mode data collection combines two or more data collection methods (e.g. CAWI + CATI, CAWI + CAPI, online + in-person) within the same study to increase coverage, reduce bias and improve representativeness. It is particularly useful when a single channel does not reach the entire target audience.
WHEN TO USE
- Heterogeneous populations (age groups, digital literacy levels, regions)
- Need to increase sample size while maintaining control
- National studies, multi-channel satisfaction research and large-scale diagnostics
KEY BENEFITS
- Greater representativeness and coverage of the target audience
- Reduced mode bias (online-only or in-person-only)
- Operational flexibility, adapting to field conditions and target profiles
- Improved robustness of results and comparability