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Face-to-Face and Telephone Surveys – Comparing Different Sampling Methods in Wine Consumer

Purpose: Today, depending on topic, goal and budget, all kinds of sampling methods are being used, in order to collect consumer data for research in the wine business. However, it is questionable which survey method is able to generate data that does represent the entire population. Using identical questions administered through face-to-face, telephone and online interviews, this is the first study to investigate the effects of survey mode in wine consumer research. Design: A representative face-to-face survey with 2,000 respondents and a telephone survey with 1,000 respondents were compared with two online surveys, one based on quota sampling (2,000) and the other on snowball sampling (3,000). Findings: Due to the sampling method, three of the surveys were representative of the sociodemographic structure of the German population in terms of six demographic variables which were selected for the quota sampling. The online survey based on the snowball sample had large biases concerning representativeness. As for the behavioural characteristics, the faceto-face data delivered the best results, followed by the telephone interviews and finally, by the online quota survey. Practical implications: Face-to-face surveys still deliver the most representative results. Telephone surveys may provide a good alternative, but we would advise use of a larger sample. The online quota survey needs much more correction or maybe some behavioural variables, while in the case of snowball sampling, one should relinquish the idea of representativeness.