Advantages and Disadvantages of Internet Research Surveys: Evidence from the Literature

Abstract

E-mail and World Wide Web surveys have been the subject of much hyperbole about their capabilities as well as some criticism of their limitations. In this report, the authors examine what is known and not known about the use of the Internet for surveying. Specifically, they consider evidence in the literature regarding response rates, timeliness, data quality, and cost. Using this evidence, the authors evaluate popular claims that Internet-based surveys can be conducted more quickly, effectively, cheaply, and/or easily than surveys conducted via conventional modes. They find that the realities of cost and speed often do not live up to the hype. Nonetheless, it is possible to implement Internet-based surveys in ways that are effective and cost-efficient. The authors conclude that the Internet will continue to grow in importance for conducting certain types of research surveys