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

Types of Web-based Surveys From entertainment…

To serious probability-based

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

Discussion

The article is dated (2002). In what ways have technology advances altered the field of Web-based surveys?

How do differences in age, culture, etc. affect Web-based design concerns?