Select a survey mode by weighing coverage, candor, complexity, cost, and comparability.
Mode choice should be made with the same rigor as wording. Ask five questions. Coverage: can the target respondents actually receive and complete this mode? Candor: will the mode make honest answers feel safe? Complexity: can respondents understand the task without help? Cost: can you reach enough of the right people within budget? Comparability: if using multiple modes, might the mode itself change the answer? A useful design memo names the tradeoff explicitly rather than pretending one mode is neutral.
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