Conducting Research Surveys Via E-Mail and the Web

by Schonlau, Matthias; Fricker, Ronald D.; Elliott, Marc N.

• ISBN13: 9780833031105
• ISBN10: 0833031104
• Format: Paperback
• Copyright: 2002-03-04
• Publisher: RAND Corporation

Summary

Internet-based surveys, although still in their infancy, are becoming increasingly popular because they are believed to be faster, better, cheaper, and easier to conduct than surveys using more-traditional telephone or mail methods. Based on evidence in the literature and real-life case studies, this book examines the validity of those claims. The authors discuss the advantages and disadvantages of using e-mail and the Web to conduct research surveys, and also offer practical suggestions for designing and implementing Internet surveys most effectively.

Table of Contents

Preface	p. iii
Figures	p. ix
Tables	p. xi
Summary	p. xiii
Acknowledgments	p. xxi
Acronyms	p. xxiii
Introduction	p. 1
Background on the Survey Process	p. 5
The Survey Process as a Whole: The Basic Steps	p. 5
Contact, Response, and Follow-up Modes	p. 7
Probability and Convenience Samples	p. 8
Important Considerations in Planning a Survey	p. 9
Response Rates	p. 9
Cost	p. 10
Timeliness	p. 12
Sources of Error	p. 13
Data Quality	p. 16
Literature Review of Web and E-Mail Surveys	p. 19
A Brief History of Electronic Surveys	p. 19
Response Rates of Internet Surveys	p. 20
Cost of a Web Survey Versus Other Modes	p. 24
Comparing Speed and Timeliness of Internet Surveys with Other Modes	p. 27
Sources of Error with Internet Surveys	p. 29
Data Quality in E-Mail Versus Mail Surveys	p. 31
Choosing Among the Various Types of Internet Surveys	p. 33
Convenience Sampling Approaches	p. 33
Uncontrolled Instrument Distribution	p. 35
Systematic Sampling of Web Site Visitors	p. 36
Volunteer Panel	p. 36
Probability Sampling Approaches	p. 37
Sampling from a Closed Population	p. 37
Sampling from General Populations	p. 38
Prerecruited Panel	p. 39
A Hybrid Sampling Approach: Combining a Convenience Sample with a Probability Sample	p. 40
Summary	p. 40
Guidelines for Designing and Implementing Internet Surveys	p. 41
Questionnaire Design	p. 41
Automation	p. 50
Fielding	p. 51
Internet Survey Case Studies	p. 55
A Survey Using a Probability Sample of a Closed Population	p. 56
An Inexpensive Web Survey with a Convenience Sample	p. 57
A Survey with a Probability Sample of a General Population and Multiple Response Modes	p. 60
A Survey by a Commercial Web Survey Firm Using a Convenience Sample Adjusted for Self-Selection	p. 64
Two Surveys Using Probability Samples from Closed Populations	p. 68
Prodigy Survey	p. 68
Pew Research Center Survey	p. 70
Summary of the Two Surveys	p. 71
Conclusions	p. 73
The Future of Internet-Based Survey Methods	p. 73
Considerations in Employing the Internet for Research Surveys	p. 74
Addressing Claims About the Current Performance of Internet Surveys	p. 76
Are They Faster?	p. 76
Are They Better?	p. 77
Are They Cheaper?	p. 78
Are They Easier to Conduct?	p. 79
Some Unanswered Questions About Internet Surveys	p. 79
What Is the Optimal Instrument Design?	p. 79
How Effective Are Incentives?	p. 80
How Effective Is Weighting?	p. 80
Appendix
Literature Review of Response Rates	p. 81
Summary of Evidence in the Literature	p. 95
How Effective is Using A Convenience Sample to Supplement a Probability Sample?	p. 107
References	p. 113
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