Sample Designs and Estimators for Multimode Surveys with Face-to-Face Data Collection

Survey researchers are increasingly turning to multimode data collection to deal with declines in survey response rates and increasing costs. An efficient approach offers the less costly modes (e.g., web) followed with a more expensive mode for a subsample of the units (e.g., households) within each primary sampling unit (PSU). We present two alternatives to this traditional design. One alternative subsamples PSUs rather than units to constrain costs. The second is a hybrid design that includes a clustered (two-stage) sample and an independent, unclustered sample. Using a simulation, we demonstrate the hybrid design has considerable advantages.