Conducting Online Surveys by Valerie M. Sue

By Valerie M. Sue

On-line surveys offer promising possibilities in today’s technological global. Conducting on-line Surveys is a complete advisor to the construction, implementation, and research of e mail and Web-based surveys. Authors Valerie M. Sue and Lois A. Ritter particularly deal with concerns specified to on-line survey examine equivalent to determining software program, designing Web-based questionnaires, and sampling from on-line populations.

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Social Desirability Social desirability, and its cousin political correctness, can often lead respondents to give the “right” answer rather than the real or valid answer to a survey question. The desire to conform to social norms can be powerful. This is why more people say they vote, go to museums and libraries, do volunteer work, and give money to charities than is actually the case. Social desirability bias is more of a problem in interview surveys than in self-administered formats. People generally give more honest answers when faced with a computer screen than when faced with an interviewer (even if the interview is on the telephone).

The volunteer opt-in panel should not be confused with the pre-recruited panel. Members of the volunteer opt-in panel respond to advertisements and sign up to participate in the panel. Participants in pre-recruited panels are randomly selected from the online and offline populations and invited to participate on the panel; individuals who were not randomly selected are not permitted to volunteer for the panel. To use a volunteer opt-in panel, researchers have the option of posting an ad on a Web site inviting volunteers to participate or using a commercial service that “sells” samples of volunteer respondents.

Several factors may account for why respondents sometimes answer opinion questions when, in fact, they have no opinion about the issue. , social desirability bias); and finally, respondents may feel the need to “help” the researcher by completing all of the questionnaire items. • Make it socially acceptable for respondents to say they are unfamiliar with the topic. 8: “Some people are interested in politics and some are not . . ” • Use screening or filter questions. ” • Provide an explicit “no opinion” choice as a response option.

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