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Web-based Surveys:Changing the Survey Process, by Holly Gunn
First Monday, volume 7, number 12 (December 2002),URL: http://firstmonday.org/issues/issue7_12/gunn/index.html
Introduction Democratized survey-taking
Web in general has democratized publishing Range and quality vary considerably
Survey design focuses more on programming ability and Web design
Leadership by those with a technical background Similar to other areas such as library automation
Advantages of Web-based Surveys Relatively cheap
Faster rate of response
Easier to send reminders to participants
Easier to process data
Capabilities not available with other forms: Dynamic error-checking Random order of questions Complex skip/branching pattern questions dynamically generated Pop-up instructions Drop-down boxes Multimedia Customization for particular groups of respondents
Concerns with Web-based Surveys Cross-browser/system differences
Different visual stimulus
Respondents have different levels of computer literacy Source of error/non-response
Data security
Randomness of sample
Privacy
Validity Web-surveys vs. telephone (fewer errors), Krosnick and Chang (2001)
Recency effect Social compliance Control of pace
Sources of error Internet access rates/coverage Lower response rate than mail Failure to complete/abandonment
Design of Web-based Surveys Survey design relates to survey error, Dillman and Bowker (2001)
Similar design issues to traditional formats Graphically complex Unique elements (e.g. pull down menus, table formatting, navigation aids)
Due to Web’s visual emphasis, design is especially important Audience and purpose should affect design (e.g. teens vs. seniors) Although tradition design principles are important, there is Web-specific advice…
Principles for Constructing Web Surveys Cover letter
Instructions inline with elements
Simplicity
Estimate time and progress indicator
Be concerned about privacy
Cross-browser compatibility
Language of Survey Questionnaires
Much of the language of a survey is visual Textual (wording) Graphic (font size, color; layout, symbols, images) Numeric (numbering questions and response items)
Be aware that these language elements should work in concert, but can send conflicting messages to respondents
Improve Response Rate
E-mail methods: Personalized invitation/cover letters Follow-up reminders Pre-notification of survey intent
Simple format, plain design
Mixed-mode
Uniqueness of Web-based Surveys Self-administered
Can be manipulated
Respondents have different computer literacy skill levels
Visual stimulus
Respondent control
Great variety of structure, layout, design options
Web technologies that improve response rates