Abstract:

A lot of research has been conducted regarding mode effects caused by social desirable response behavior and response style effects. New developments in market research have resulted in an increasing international usage of online panels. As a consequence, studying mode effects in a cross-cultural perspective has become increasingly important. This study combines knowledge about mode effect studies with cross-cultural literature. Whereas mode effects seem to be similar in both Western and Eastern cultures, special attention should be paid to cultural differences regarding prevailing norms of social desirable response behavior.