An online survey can be a useful data collection method when the sample is large and geographically dispersed, the timeline is tight, the topic is sensitive, respondents have necessary technology, a sampling frame exists, a convenience sample is adequate, and staff capabilities allow for online survey design and administration. Key steps in the survey process include defining objectives, reviewing literature, pretesting the questionnaire, launching the survey, analyzing responses, and reporting findings. The advantages of online surveys include low cost, speed, and the ability to ask complex contingent questions, though coverage bias and survey fatigue are potential disadvantages.

1. Conducting
ONLINE SURVEYS
Valerie M. Sue, Ph.D.

2. 1. Introduction

3. Learning Objectives
1 Identify the purposes of survey research
2 Define the characteristics of a survey
3 Outline the steps in the survey process
4 Evaluate survey administration methods
5 Determine when an online survey is useful

4. Research
Process

5. 5
Research purpose
Research goal
Research objective

6. Research Purpose
1 Exploratory
2 Descriptive
3 Explanatory

7. Identify the research purpose
A survey to gauge employee
satisfaction.
A public opinion poll of registered
voters before an election campaign.
A survey of online shoppers focused
on shopping cart abandonment.

8. Research Goal
General statement outlining the
aim of the research.
Establish an assessment plan for
the department.

9. Research Objectives
Specific statements about what
will be measured.
To determine the number of
projects completed in the
department.
To uncover inefficiencies in
departmental processes.

10. Research objectives should be
Specific Measurable
Reviewed by Informed by
experts the literature

11. What is a
Survey

12. A survey is a system for collecting information

13. used to describe, explain or predict

14. knowledge, attitudes or behaviors.

15. Survey
Research
Process

16. Define survey
objectives or
hypotheses

17. Conduct Consult with
literature subject matter
review experts

18. Conduct preliminary research:
focus groups, interviews

19. Choose survey
method:
e-mail, website,
mobile

20. Evaluate Draft
sampling questionnaire
options & invitation

21. Pretest
Design &
questionnaire
select sample
& invitation

22. Launch survey, monitor
responses, send reminders

23. Download, clean & analyze data

24. Prepare report &
present findings

25. Survey Modes Telephone
Postal mail
interview
Face-to-
face E-mail
interview
Website Mobile

26. Evaluate pros &
26
cons of each
method

27. Postal Mail
Advantages Disadvantages
Low cost Low response rate
Wide geographic reach Lengthy response period
Contingency questions
No interviewer bias
ineffective
Sensitive questions Don’t know who is
easier to ask responding

28. Telephone Interviews
Advantages Disadvantages
Limited coverage bias Fewer land phone lines
Fast response Confusion w/sales calls
Complex questions
Intrusive
possible
Wide geographic reach Call screening

29. Face-to-Face Interviews
Advantages Disadvantages
Limited geographic
Good response rates
reach
Complex questions Time-consuming &
possible expensive
Longer interviews Susceptible to
possible interviewer bias
Observational data Sensitive topics difficult
collection to explore

30. Online Surveys
Advantages Disadvantages
Can be low cost Coverage bias
Fast & efficient Too many digital
surveys, resulting in
overload
Contingency
questions effective
Direct data entry
Wide geographic reach

31. Survey
Research
Timeline

32. • Define survey • Continue literature
objectives review
• Begin literature • Review objectives
review with experts
Week 1 Week 2

33. • Revise objectives
• Select sampling
• Conduct preliminary
strategy
research
• Locate or create
• Choose survey
sampling frame
method
Week 3 Week 4

34. • Pretest
questionnaire &
• Draft questionnaire invitation
& invitation • Revise
questionnaire &
invitation
Week 5 Week 6

35. • Launch survey • Send additional
• Send reminders reminders
Week 7 Week 8

36. • Continue data
• Download & clean
analysis
data
• Write first draft of
• Analyze data
report
Week 9 Week 10

37. • Finalize report
• Write second draft of
• Prepare
report
presentation
Week 11 Week 12

38. • Present survey
results
Week 13

39. Summary

40. Use an Online Survey if
1 Sample is large &
widely distributed
5 Sampling frame
is available
2 Timeline is short
6 Convenience
sample is adequate
Multi-media
3 Topic is sensitive
7 features would
enhance project
Audience has Staff has
4 access to necessary
technology 8 technological
capability