Web-Based Surveys: Best Practices Based on the Research Literature

Abstract

Over the last 10 years, Web-based surveys have developed a reputation as an easy and economical method of collecting data. However, as with all research methods, there is a need for careful design and planning. This article reviews the literature on the use and effectiveness of Web surveys. It explores the similarities and differences between Web surveys and postal or telephone surveys, the opportunities and limitations of Web surveys, and the use of Web surveys in visitor studies research. Design tips are provided to assist users to make the best possible use of this important new tool.

The Impact of Personalized Prenotification on Response Rates to an Electronic Survey

“…Potential advantages to conducting electronic versus telephone or mailed surveys include reduced costs, faster response times, instant electronic storage of data, lack of interviewer bias, the ability to easily survey an entire population, and rapid survey administration and data entry (Parsons, 2007;vanSelm & Jankowski, 2006). In addition, electronic methods have been shown to be especially useful for conducting survey research concerning sensitive topics (e.g., drug use, sexual practices) (Mangan & Reips, 2007;Parks, Pardi, & Bradizza, 2006) and with respondents who have rare conditions or who exhibit deviant or covert behaviors (vanSelm & Jankowski, 2006).…”

European network for Health Technology Assessment Joint Action (EUnetHTA JA): a process evaluation performed by questionnaires and documentary analysis

“…This is primarily because a web-based survey can be displayed differently to a respondent as a result of computer-related glitches and the coding system offers more design capabilities than print. 44 However, the increased ability for design capabilities must be used with some caution because too many design features may lead to overcomplication and a decreased response rate.…”

“…44 In addition to electronic transmission of surveys by e-mail, web-based applications enable automatic data collection. The design of web surveys may be more important than for print surveys.…”

Evidence on the Comparison of Telephone and Internet Surveys for Respondent Recruitment

“…Furthermore, despite efforts to achieve a balanced sampling frame, (for example, in nationally consistent studies) data illustrates that Internet surveys obtain responses from younger, highly educated and high-income individuals [16,17]. A second major concern with Internet-based surveys is the question of usability [18]. This is particularly important as those administering Internet-based surveys must take into account that the survey instrument may be viewed on a very heterogeneous environment of computer, email and Internet-browser configurations, with varying screen resolutions and character-encodings.…”

“…Achieving maximum usability across this environment is a complex task. Other issues that may affect responses include anxiety or uncertainty regarding the use of a computer generally, and concern and fear over security and privacy [13,18]. Finally, respondent recruitment through non-probability panels is considered another area of concern regarding Internet surveys [19].…”