Information Technology Reference
In-Depth Information
6
SURVEY RESEARCH
ON THE INTERNET
Chapter summary
•
The two primary options for developing an online survey are using a web-
enabling application such as PHP with a back-end database, or using an
online surveying application service provider.
•
There are a number of online survey service providers, but before selecting
one it should be evaluated carefully for focus, cost and service specifics.
•
As with other technical applications, thinking things through prior to
embarking on a study can prevent expensive mistakes.
Nearly anyone who has used the internet knows about online surveys. Many of
us have received unsolicited invitations to participate in a variety of polls. Do we
have particular political leanings, do we care whether or not our respective gov-
ernment allows same-sex couples to get married, do we have particular religious
leanings, have we purchased a television in the last six months, will we purchase
a car in the next six months, and so on. Sometimes we are “invited” to go to a
particular web site via a link sent to us in an email. Other times we make an
online purchase and a pop-up invites us to respond to some questions about our
experience. At times, it may feel as though online surveys are ubiquitous.
If you are interested in developing an online survey and don't know where to
begin, this chapter is for you. The following pages will include general infor-
mation about survey research. We'll then offer some insights about the online
environment and how it compares to traditional survey research. In the latter
sections we attempt to provide you with specifics for how to get started, while
trying hard not to weigh you down with jargon, which can be a bit intense when
discussing online survey developments.
Survey research
Before talking specifically about online surveys, the following is some general
information about survey research. Researchers have long known that one of
the strengths of survey research is the ability to describe a large population
