Presentation to accompany chapter 2 in "Conducting Online Surveys," (Sage Pub., 2012).

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

2. Planning
2. the online
survey

3. Learning Objectives
1 Identify the major elements of a survey
plan
2 Recognize benefits & limitations of
different survey modes
3 Evaluate survey software features
4 Outline major ethical considerations
associated with conducting online surveys

4. Elements
of a Survey
Plan

5. 5
Select survey mode
Choose software
Address legal &
ethical issues

6. Select
a Survey
Mode

7. E-mail
Advantages Disadvantages
Dependent on sampling
Speed
frame
Economy Spam blockers
Convenience Gray- & black-listing
Too many e-mail surveys
Simplicity
(clutter)

8. Website
Advantages Disadvantages
Speed Limited populations
High survey
Economy
abandonment
Limited sampling
Wide audience choices
options
Sensitive questions Limited information
possible about respondents
Good for evaluating
websites

9. Mobile
Advantages Disadvantages
Speed Coverage bias
Potential to reach new Number & type of
audiences questions limited
Use of mobile device
Intrusive
features
Effective for in-the-
moment feedback

10. Choose a Survey Mode
A survey to gauge shopping
satisfaction with an online retailer.
A poll of conference participants to
evaluate the keynote speaker.
A survey of online banking customers
focused on their security concerns.

11. Choose
Software

12. Web-based or
Stand-alone?

13. Questions for
Software
Vendors

14. What’s the cost? Is it easy to use?
What question Are contingency
formats are questions
available? possible?
How much can
Are questionnaire
questionnaires be
options limited?
customized?

15. What are the
What are the
survey distribution
sampling features?
options?
How are Can prenotification
respondent lists and reminder
managed? mailings be sent?
How are What are the
respondents reporting and
tracked? analysis options?

16. Do questionnaires
To what extent can
meet accessibility
results be shared?
guidelines?
Can varying user How is survey
roles be assigned? security managed?
What are the
How are data
training and
secured?
support resources?

17. Legal &
Ethical
Issues

18. Informed
Consent

19. Explain
Purpose of the survey
Identity of the researcher
How data will be used
Length of the survey
Risks involved

20. Anonymity: Confidentiality:
Survey Identify of
participants participants
not identified NOT revealed

21. Survey Reporting &
Data Interpretation

22. 22
Don’t falsify Present data
data objectively
Reveal Explain
shortcomings process

23. Anti-spam
Compliance

24. To comply
Accurately explain nature of message
Provide unsubscribe link
Don’t use open relay or false headers

25. Summary

26. 26
• Will it be
Select a o E-mail?
survey mode o Website?
o Mobile?
Choose • Try to get the most for your money,
opting for only the features you will
software actually use
Consider • Ensure that participants know the
survey’s purpose and what they’re
legal and being asked to do
ethical issues • Protect anonymity and confidentiality