With the emergence of widespread internet usage and powerful online survey software, the web has become the survey method of choice for many project managers and market research professionals. Utilizing an online web survey design allows for levels of efficiency unheard of in traditional mail questionnaire projects, but it also poses new challenges for business survey researchers. One of the questions that is asked often is, Is my customer feedback sample and/or survey data skewed because I used an online survey?
The answer could be either no, yes, or maybe, depending upon your specific research issues and target demographics. The demographic that use the internet (and newer technologies in general) the most are younger people. Those who are new to online technologies, or those who are not tech-savvy, might be intimidated or confused by a web survey form or an email survey invitation from an unknown sender, which can decrease your rates of nonresponse. Also, you can run into the issue of coverage error for those who do not have internet access, which is more common among lower-income and less-educated individuals.
But overall, the reliability and validity of online survey results can be on par with or better than other modes, especially if you know your target audience well, including their rates of internet usage. According to a September 2009 survey from the Pew Internet & American Life Project, 77% of all adults - and 93% of those ages 18-29 - use the internet “at least occasionally.” Less than half of those aged 65 and older use the internet or send and receive email, however.
So while there are drawbacks to online questionnaire designs of which you should be mindful (as there are with any survey modes, such as interviewer bias, etc.), the efficiency and reduced costs are more than enough rationale for most to employ online data collection techniques, either exclusively or as part of a multi-mode survey design. Knowing and understanding your target audience is the best way to be sure that your chosen mode will produce quality data.
The answer could be either no, yes, or maybe, depending upon your specific research issues and target demographics. The demographic that use the internet (and newer technologies in general) the most are younger people. Those who are new to online technologies, or those who are not tech-savvy, might be intimidated or confused by a web survey form or an email survey invitation from an unknown sender, which can decrease your rates of nonresponse. Also, you can run into the issue of coverage error for those who do not have internet access, which is more common among lower-income and less-educated individuals.
But overall, the reliability and validity of online survey results can be on par with or better than other modes, especially if you know your target audience well, including their rates of internet usage. According to a September 2009 survey from the Pew Internet & American Life Project, 77% of all adults - and 93% of those ages 18-29 - use the internet “at least occasionally.” Less than half of those aged 65 and older use the internet or send and receive email, however.
So while there are drawbacks to online questionnaire designs of which you should be mindful (as there are with any survey modes, such as interviewer bias, etc.), the efficiency and reduced costs are more than enough rationale for most to employ online data collection techniques, either exclusively or as part of a multi-mode survey design. Knowing and understanding your target audience is the best way to be sure that your chosen mode will produce quality data.
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