Skip to main content
SpringerLink
Log in

Conducting Online Surveys

  • Published:
Quality and Quantity Aims and scope Submit manuscript

Abstract

The World Wide Web (WWW) is increasingly being used as a tool and platform for survey research. Two types of electronic or online surveys available for data collection are the email and Web based survey, and they constitute the focus of this paper. We address a multitude of issues researchers should consider before and during the use of this method of data collection: advantages and liabilities with this form of survey research, sampling problems, questionnaire design considerations, suggestions in approaching potential respondents, response rates and aspects of data processing. Where relevant, the methodological issues involved are illustrated with examples from our own research practice. This methods review shows that most challenges are resolved when taking into account the principles that guide the conduct of conventional surveys.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • E. Babbie (1990) Survey Research Methods EditionNumber2 Wadsworth Belmont, CA

    Google Scholar 

  • T.J. Beebe T. Mika P.A. Harrison R.E. Anderson J.A. Fulkerson (1997) ArticleTitleComputerized school surveys. Design and development issues Social Science Computer Review 15 IssueID2 159–169

    Google Scholar 

  • J.C. Bertot C.R. McClure (1996) Electronic surveys: methodological implications for using the World Wide Web to collect survey data S. Hardin (Eds) Global Complexity: Information, Chaos and Control Information Today Medford, MA 173–192

    Google Scholar 

  • M. Bosnjak T.L. Tuten (2003) ArticleTitlePrepaid and promised incentives in Web surveys Social Science Computer Review 21 IssueID2 208–217 Occurrence Handle10.1177/0894439303021002006

    Article  Google Scholar 

  • M. Brennan N. Rae M. Parackal (1999) ArticleTitleSurvey-based experimental research via the web: Some observations Marketing Bulletin 10 83–92

    Google Scholar 

  • Coomber, R. (1997). Using the Internet for survey research. Sociological Research Online,2 (2). http://www.socresonline.org.uk/socresonline/2/2/2.html

  • M.P. Couper M. Traugott M. Lamias (2001) ArticleTitleWeb survey design and administration Public Opinion Quarterly 65 230–253 Occurrence Handle10.1086/322199

    Article  Google Scholar 

  • S.D. Crawford M.P. Couper M.J. Lamias (2001) ArticleTitleWeb surveys. Perceptions of burden Social Science Computer Review 19 IssueID2 146–162

    Google Scholar 

  • Dillman, D. A., Tortora, R. D. & Bowker. D. (1998a). Principles for Constructing Web Surveys. SESRC Technical Report 98-50, Pullman, Washington. http://survey.sesrc.wsu.edu/dillman/papers.htm

  • Dillman, D. A., Tortora, R. D., Conradt, J. & Bowker. D. (1998b). Influence of plain vs. fancy design on response rates for Web surveys. Paper presented at Joint Statistical Meetings, Dallas, Texas. August 1998. http://survey.sesrc.wsu.edu/dillman/papers.htm

  • D. Heerwegh G. Loosveldt (2003) ArticleTitleAn evaluation of the semiautomatic login procedure to control Web survey access Social Science Computer Review 21 IssueID2 223–234 Occurrence Handle10.1177/0894439303021002008

    Article  Google Scholar 

  • M.L. James C.E. Wotring E.J. Forrest (1995) ArticleTitleAn exploratory study of perceived benefits of electronic bulletin board use and their impact on other communication activities Journal of Broadcasting and Electronic Media 39 IssueID1 30–50

    Google Scholar 

  • N.W. Jankowski M. Selm ParticleVan (2000a) The promise and practice of public debate in cyberspace K.L. Hacker J.A.G.M. Dijk Particlevan (Eds) Digital Democracy: Issues of Theory and Practice Sage London 149–165

    Google Scholar 

  • N.W. Jankowski M. Selm ParticleVan (2000b) ArticleTitleTraditional news media online: An examination of added values Communications. The European Journal of Communication Research 25 IssueID1 85–101

    Google Scholar 

  • B. Kay T.J. Johnson (1999) ArticleTitleResearch methodology: taming the cyber frontier. Techniques for improving online surveys Social Science Computer Review 17 IssueID3 323–337

    Google Scholar 

  • Kehoe, C. M. & Pitkow, J. E. (1996). Surveying the territory: GVU’s five WWW user surveys. World Wide Web Journal 1(3). http://www.w3.org/pub/WWW/Journal/3/s3.kehoe.html

  • Manfreda, K. Lozar, Batagelj, Z. & Vehovar, V. (2002). Design of Web survey questionnaires: Three basic experiments. Journal of Computer-Mediated Communication, 7(3), http://jcmc.indiana.edu/vol7/issue3/vehovar.html

  • C. Mann F. Stewart (2000) Internet Communication and Qualitative Research. A Handbook for Researching Online Sage London

    Google Scholar 

  • Marvin, L. (1996). Spoof, spam, lurk and lag: the aesthetics of text-based virtual realities. JCMC 1(1). http://www.ascusc.org/jcmc/vol1/issue2/marvin.html

  • Medlin, C., Roy, S. & Ham Chai, T. (1999). World Wide Web versus mail surveys: A comparison and report. Paper presented at ANZMAC99 Conference: Marketing in the Third Millennium. November 28 – December 1, Sydney, Australia. www.singstat.gov.sg/conferences/ec/f112.pdf

  • R. Mehta E. Sivadas (1995) ArticleTitleComparing response rates and response content in mail versus electronic mail surveys Journal of the Market Research Society 37 IssueID4 429–439

    Google Scholar 

  • K.D. Mickelson (1997) Seeking social support: parents in electronic support groups S. Kiesler (Eds) Culture of the Internet Lawrence Erlbaum Mahwah, New Jersey 157–178

    Google Scholar 

  • T.I. Miller M. Kobayashi E. Caldwell S. Thurson B. Collett (2002) ArticleTitleCitizen Surveys on the Web: General Population Surveys of Community Opinion Social Science Computer Review 20 IssueID2 124–136

    Google Scholar 

  • A.S. Patrick A. Black T.E. Whalen (1995) Rich, young, male, dissatisfied computer geeks? Demographics and satisfaction from the National Capital FreeNet D. Godfrey M. Levy (Eds) Proceedings of Telecommunities 95: The International Community Networking Conference Telecommunities Canada, Victoria, British Columbia 83–107

    Google Scholar 

  • Perseus Development Corporation (2000). Survey 101- A Complete guide to a successful survey. http://www.perseus.com/surveytips/Survey 101.htm

  • Pitkow, J. E. & Recker, M. M. (1995). Using the web as a survey tool: Results from the second WWW user survey. GVU’s WWW User Surveys. ftp://ftp.gvu.gatech.edu/pub/gvu/www/survey/papers/survey 2 paper.pdf

  • D.R. Schaefer D.A. Dillman (1998) ArticleTitleDevelopment of a standard e-mail methodology Public Opinion Quarterly 62 378–397 Occurrence Handle10.1086/297851

    Article  Google Scholar 

  • K.B. Sheehan S.J. McMillan (1999) ArticleTitleResponse variation in e-mail surveys: An exploration Journal of Advertising Research 39 IssueID4 45–54

    Google Scholar 

  • S.J. Sills C. Song (2002) ArticleTitleInnovations in Survey Research: An application of Web-based surveys Social Science Computer Review 20 IssueID1 22–30 Occurrence Handle10.1177/089443930202000103

    Article  Google Scholar 

  • Smith, C. B. (1997). Casting the Net: surveying an Internet population.Journal of Computer-Mediated Communication 3(1). http://www.ascusc.org/jcmc/vol3/issue1/smith.html

  • W.J. Swoboda N. Mühlberger R. Weikunat S. Schneeweiss (1997) ArticleTitleInternet surveys by direct mailing. An innovative way of collecting data Social Science Computer Review 15 IssueID3 242–255

    Google Scholar 

  • J.A.G.M. Dijk ParticleVan (2000) Widening information gaps and policies of prevention K. Hacker J. Dijk Particlevan (Eds) Digital Democracy: Issues of Theory and Practice Sage London 166–183

    Google Scholar 

  • M. Selm ParticleVan N.W. Jankowski B. Kleijn (2004) Dutch web radio as a medium for audience interaction A. Crisell (Eds) More than a Music Box: Radio Cultures and Communities in a Multi-media World Berghahn New York, Oxford 265–282

    Google Scholar 

  • Vehovar, V. & Manfreda, K. L. (1999). Web surveys: Can the weighting solve the problem? Paper presented at the 1999 AAPOR Conference, St. Petersburg, Florida, May 13–16. http://www.amstat.org/sections/srms/Proceedings/papers/1999 168.pdf

  • Wright, K. B. (2005). Researching Internet-based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. Journal of Computer-Mediated Communication 10(3), http://jcmc.indiana.edu/vol10/issue3/wright.html

Download references

Author information

Authors and Affiliations

  1. Department of Social Science Research Methodology, Faculty of Social Sciences, Radboud University Nijmegen, 6500, HE, Nijmegen, The Netherlands

    Martine Van Selm

  2. Department of Communication, Radboud University Nijmegen, The Netherlands

    Nicholas W. Jankowski

Authors
  1. Martine Van Selm
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Nicholas W. Jankowski
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Martine Van Selm.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Van Selm, M., Jankowski, N.W. Conducting Online Surveys. Qual Quant 40, 435–456 (2006). https://doi.org/10.1007/s11135-005-8081-8

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11135-005-8081-8

Keywords

Search

Navigation