Research Tips

Web Survey Quality versus Quantity

Web surveys can often be conducted more quickly, easily, and less expensively than traditional phone, mail, or in-person surveys. Because of this, Web surveys have become very widely used, but this has led to some negative consequences. First, because Web surveys can be done relatively inexpensively, there is a temptation to use them frequently, but this can lead to burn out or inattention from over-surveyed customers. Second, again because they can be done inexpensively, sometimes appropriate care isn’t taken in developing Web surveys, and they are launched with poorly worded questions, unclear instructions, ill-considered response categories, and even spelling errors. This can backfire not only in terms of the response rate and reliability and validity of the particular survey in question, but it can also make people less willing to participate in other surveys for that or other organizations in the future.