Conducting Research on the Internet:: Online Survey Design, Development and Implementation Guidelines

Abstract

Using the Internet to conduct quantitative research presents challenges not found in conventional
\nresearch. Some of our knowledge concerning the effective design and use of paper-based surveys
\ndoes translate into electronic formats. However, electronic surveys have distinctive technological,
\ndemographic and response characteristics that affect how they should be designed, when they can
\nbe used and how they can be implemented. Survey design, subject privacy and confidentiality,
\nsampling and subject solicitation, distribution methods and response rates and survey piloting are
\ncritical methodological components that must be addressed in order to conduct sound online
\nresearch. This paper focuses on those distinctive characteristics. It reviews the current literature
\non the subject of electronic surveys and presents guidelines for designing, developing and
\nimplementing them, particularly web-based surveys. This paper argues that Web-based surveys
\nare superior to email surveys in many aspects, but that email combined, perhaps with offline
\nmedia, is an excellent vehicle for inviting individuals to participate in Web-based surveys. The
\napplication of these guidelines are demonstrated through the authors’ current research involving
\ndefining the nature of “non-public participation” (commonly referred to as lurking) in online
\ndiscussion groups. Guidelines do not eliminate the many “trade-off” decisions required in the use
\nof online surveys.