The Role of the Internet in Survey Research: Guidelines for Researchers and Experts

摘要: ABSTRACT The paper examines the relationship between web-based surveys and more traditional survey methods. issues related to: sample quality, response rates, panels, use of incentives in a environment. also discusses design factors to be considered for effective utilization litigation research contexts identifies implementation techniques, including devices assure quality resulting data. Managerial implications directions future are discussed. INTRODUCTION role Internet as vehicle communications is no longer questioned. Within US, estimates usage range from 69% (Pew Research 2007) 75% (Fadner Mandise 2004) over 40% worldwide, with growth European Asian markets growing at double-digit rates (Roster 2004). In fact, noted by Cate (2008) 76% Chinese have broadband spend 20% or time online an average week. Moreover, while studies shown lower coverage levels Hispanic s residents rural areas these differences diminishing every passing year (Zang 2000). On other hand, UK et al found that, web access Northern Europe equal higher then US penetration, accessibility Southern Europe, Spain, Portugal, Italy, Greece was largely concentrated urban areas. Additionally, Cambiar (2006) "online continues its headlong march become one most dominant (if not dominant) data collection methodology worldwide." As ESOMAR continued rapid ascent now fastest methodology, increase 14% year. They that largest absolute 2007-2008 took place UK, where almost doubled. Evidence has choice many organizations throughout literature. For example, represents 10-30% customized AC Neilson 47% Harris Interactive' polling (Einhart 2003). 2003 Wilson Laskly (2003) predicted 30% worldwide would conducted 2010. Three years later 87% companies methodologies (Cambier 2006), estimate 35% collected 2006 online. (Bradley 2 00 6) [ 1I problem, however, Laskey (2003), there very little outside determine current internet-based experiences those involved providing such methodology. evaluating on-line begun emerge, comparing mail and/or phone Studies examined impact incentives, types contacts invitations used studies, question format on willingness respond. is, what guidelines should researcher consider when deciding utilize survey? This sets out which likely raised research, either part organization's corporate strategy or, judges attorneys being asked results (GeIb GeIb 2006). starting point articulation internet review methods since generally compared methodologies, particularly telephone face -to -face (i.e., mall intercept) studies. TRADITIONAL RESEARCH METHODS Telephone was, latter Twentieth Century, method support litigation. …