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This may cause problems when a long list of
potential answers has to be presented. Dillman, in Chapter 9 on the logic and psychology of
questionnaire design, describes mode differences in questionnaire design and proposes a unified or
uni mode design to overcome differences between modes. This is of major importance when
mixed-mode designs are used, either within one survey, or in longitudinal studies (e.g., panel
surveys see also Chapter 25 by Sikkel & Hoogendoorn), or between surveys as can be the case in
cross-national and comparative studies in which one mode (e.g., telephone) is used in one country
an another mode (e.g., face-to-face interviews) is used in another. For important issues in
comparative survey research, see Harkness (Chapter 4); for more detail on the challenges of mixed
mode surveys, see De Leeuw, Dillman, and Hox (Chapter 16).
A second major difference between modes is the presence versus the absence of an interviewer.
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