Public opinion theory and research are becoming increasingly significant in modern societies as people’s attitudes and behaviors become ever more volatile and opinion poll data becomes ever more readily available. This major new Handbook is the first to bring together into one volume the whole field of public opinion theory, research methodology, and the political and social embeddedness of polls in modern societies. It comprehensively maps out the state-of-the-art in contemporary scholarship on these topics.
Chapter 25: Internet Surveys
Internet surveys are typically based on computerized self-administered questionnaires on the web, where respondents read questions from the screen of a personal computer (PC) and manually record responses. However, the scope of self- administered surveys supported with modern information-communication technology is broader, including other devices than the PC and other networks than the Internet, relying on audio/video communication, and, in particular, combining multiple survey modes.
Computer assisted data collection (CADAC) has changed many aspects of contemporary businesses, from customer payment systems, media audience measurements, retail price auditing, to survey data collection. For the latter, the corresponding applications are labeled computer assisted survey information collection (CASIC). Starting as computer assisted telephone interviewing (CATI) in the 1970s, computers have further penetrated into the survey process ...