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Abstract
Purpose - To provide a thorough analysis of the role of the internet in survey research and to discuss the implications of online surveys becoming such a major force in research.
Design/methodology/approach - The paper is divided into four major sections: an analysis of the strengths and potential weaknesses of online surveys; a comparison of online surveys with other survey formats; a discussion on the best uses for online surveys and how their potential weaknesses may be moderated; and an overview of the online survey services being offered by the world's largest research firms.
Findings - If conducted properly, online surveys have significant advantages over other formats. However, it is imperative that the potential weaknesses of online surveys be mitigated and that online surveys only be used when appropriate. Outsourcing of online survey functions is growing in popularity.
Practical implications - The paper provides a very useful source of information and impartial advice for any professional who is considering the use of online surveys.
Originality/value - The paper synthesizes the vast literature related to online surveys, presents original material related to survey methodology, and offers a number of recommendations.
Keywords Internet, Surveys, Research, Research methods
Paper type General review
Introduction
During the twentieth century, there were great advances in the techniques and technologies utilized in survey research, from systematic sampling methods to enhanced questionnaire design and computerized data analysis. The field of survey research became much more scientific, and several leading associations emerged to further enhance industry practices. These include ESOMAR (World Association of Opinion and Marketing Research Professionals, www.esomar.org), AIMRI (Alliance of International Market Research Institutes, www.aimri.org), CASRO (Council of American Survey Research Organizations, www.casro.org), and AAPOR (American Association for Public Opinion Research, www.aapor.org).
Over the last 25 years in particular, technology has revolutionized the way in which surveys are administered - with the advent of the first e-mail surveys in the 1980s and the initial web-based surveys in the 1990s (Schonlau et al., 2001). As Grossnickle and Raskin (2001, p. 9) have noted:
While initial forays were fraught with technical difficulties and methodological hurdles, recent developments have begun to expose the medium's immense potential. The earliest online tools offered little more than the ability to deploy paper-based questionnaires to internet users....