Internet Surveys

Types of Internet Surveys

The Internet can be used for survey data collection in several different ways. A distinction can be made between those surveys that execute on a respondent's machine (client-side) and those that execute on the survey organization's Web server (server-side). Key client-side survey approaches include e-mail surveys and downloadable executables. In each of these cases, the instrument is transmitted to sample persons, who then answer the survey questions by using the reply function in the e-mail software, entering responses using a word processor, or using software installed on their computers. Once complete, the answers are transmitted back to the survey organization. Server-side systems typically involve the sample person completing the survey while connected to the Internet through a browser, with the answers being transmitted to the server on a flow basis. Interactive features of the automated survey instrument are generated by scripts on the Web server. A key distinction between these two approaches is whether the Internet connection is “on” while the respondentis completing the survey. Websurveys are the prime example of the second type and are by far the dominant form of Internet survey prevalent today.

There are variations of these two basic types. For example, some surveys consist of a single scrollable HTML form, with no interaction with the server until the respondent has completed the survey and pressed the “submit” button to transmit the information. Similarly, client-side interactivity can be embedded in HTML forms using JavaScript, DHTML, or the like. These permit a variety of dynamic interactions to occur without the involvement of the Web server.

The typical Web survey involves one or more survey questions completed by a respondent on a browser connected to the World Wide Web. Sampling of persons may take many forms, ranging from self-selected samples to list-based approaches (see Couper, 2000, for a review). In the latter case, the invitation to participate is often sent via e-mail, with the survey URL embedded in the e-mail message, along with an ID and password to control access. Web surveys are also increasingly used in mixed-mode designs, where mail surveys are sent to respondents, with an option to complete the survey online.

Advantages of Internet Surveys

The primary argument in favor of Internet surveys is cost. Although fixed costs (hardware and software) may be higher than mail, the per-unit cost for data collection is negligible. Mailing and printing costs are eliminated using fully automated methods, as are data keying and associated processing costs. These reduce both the cost of data collection and the time taken to obtain results from the survey.

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