Handbook of Web Surveys. Jelke Bethlehem
web survey is a relatively new data collection technique. The role of the web in conducting surveys is more important due to the spread of the Internet. At first sight, it is an attractive means of data collection because it has many advantages. Among them are costs, timeliness, and the possibility of improving survey quality. Web surveys allow for simple, fast, and cheap access to large groups of potential respondents. Web surveys have quickly become very popular. Recently, due to the high penetration of mobile devices connected to Internet, mobile web surveys are becoming an interesting data collection tool. In practice every web survey becomes a mobile web survey, if access to these devices is not blocked. For these reasons it is important to check how questionnaire works on mobile devices, especially on smartphones. Optimization procedures exist to adapt the questionnaire. Web survey and mobile web surveys deserve also methodological challenges like selection effects and measurement errors. There are ample examples of web surveys not based on probability sampling. It is not always easy to distinguish good surveys from bad. Mobile web surveys encompass even more challenges related to several technical problems like screen and browser characteristics, adaption of the format of the questionnaire, and behavioral issue like when is the questionnaire received. The respondent could be traveling, working, out for a walk, or sporting activity.
This chapter describes the various forms of online data collection, from simple e‐mail surveys to advanced web surveys. It shows how to use web surveys for different target populations, for cross‐sectional data collection, and for longitudinal data collection (panels). It discusses the main reasons for online data collection, the advantages and disadvantages, areas of application, and specific related problems.
KEY TERMS
Computer‐assisted personal interviewing (CAPI):A form of face‐to‐face interviewing in which interviewers use a laptop computer to ask the questions and to record the answers.Computer‐assisted telephone interviewing (CATI):A form of telephone interviewing in which interviewers use a telephone to ask the questions and to record the answers.Computer‐assisted web interviewing (CAWI):A form of self‐interviewing in which respondents complete the questionnaires on the Internet. CAWI is a synonym for web survey.Cross‐sectional survey: A survey that observes a sample from the target population at one point in time. Objective is to describe the state of the population on that moment in time.Internet survey:A general term for various forms of data collection via the Internet. Examples are a web survey and e‐mail surveys. Included are also forms of data collection that use the Internet just to transport the questionnaire and the collected data.Longitudinal survey:A survey that observes the same sample from the target population at several points in time. Objective is to describe the changes of the population over time.Paradata:Data about the process by which the survey data are collected.Qualitative interview:An in‐person in‐depth interview with respondents that have completed a survey questionnaire. Such an interview aims at uncovering usability problems like difficult questions or cumbersome tasks.Self‐selection survey:A survey for which the sample has been recruited by means of self‐selection. It is left to the persons themselves to decide to participate in a survey.Usability testing: Conducting an experiment to check whether respondents find it easy to complete the web survey questionnaire. Aspects tested include the speed with which the survey task is carried, the number of errors made, and familiarity with the user interface.Web panel:A survey in which the same individuals are interviewed via the web at different points in time.Web survey:A form of data collection via the Internet in which respondents complete the questionnaires on the World Wide Web. The questionnaire is accessed by means of a link to a web page.
EXERCISES
1 Exercise 2.1 Which of the following statements does not apply to web surveys?The survey can be conducted faster.The survey can be conducted cheaper.The response rate is high.The survey collects a large number of interviews.
2 Exercise 2.2 In what respect does a web survey resemble a mail survey?They both rely on visual information transmission.They both rely on oral information transmission.They both use computer‐assisted interviewing techniques.They both cost the same amount of time to conduct.
3 Exercise 2.3 Which of the following phenomena is not a problem of self‐selection web surveys?A respondent can complete a questionnaire more than once.Persons not belonging to the target population can complete the questionnaire.The survey results show a lack of representativity.It is difficult to get a large number of respondents.
4 Exercise 2.4 What is the difference between a cross‐sectional survey and a longitudinal survey?A cross‐sectional survey measures changes over time, and a longitudinal survey measures the state of the population at one point in time.A cross‐sectional survey measures the state of a population at one moment in time, and a longitudinal survey measures time changes over time.A cross‐sectional survey mainly measures facts and behavior, and a longitudinal survey measures attitudes and opinions.For cross‐sectional surveys, any mode of data collection is adequate, whereas in longitudinal surveys only Internet is possible.
5 Exercise 2.5 What is offline data collection?Any form of data collection that does not use the Internet.A form of Internet data collection for which the questionnaire is not written in HTML.A survey that uses e‐mail to transfer information.A survey that uses the Internet to transfer the electronic questionnaire to the respondents.
6 Exercise 2.6 What is the main reason national statistical institutes consider using web surveys?It shows government also uses modern ICT.It reduces nonresponse in surveys.It improves the quality of the collected data.It reduces data collection costs.
REFERENCES
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