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Web Based Survey Design

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An online survey is a Web-based version of a traditional survey such as a mail or telephone survey. They are a cost-effective and, generally, unbiased way to collect opinions, interests, views, preferences, and factual information about a large number and wide variety of respondents. Online surveys, such as those offered by Survey monkey and Zoomerang, are excellent tools for collecting targeted opinions from employees and consumers due to their ease of use and user-convenient accessibility. Organizations utilize these tools to gather valuable brand and industry insights, and businesses of all sizes can increase efficiency and productivity if the surveys are used efficiently. Often a thoughtfully designed online survey can save a business a lot of time and money. With Web-based surveys, a manager has control over the physical appearance and can create attractive and inviting forms. Web-based surveys can include radio buttons and drop-down lists that permit only one choice for the response. Check boxes allow multiple answers. Text boxes can be one line with a limited number of characters, or they may permit unlimited text entry. Careful consideration should be given to the following areas when planning an online survey: (1). Topic-what is the purpose of the survey? (2). Simplicity-online surveys must be defined, clear, and concise; otherwise responses will be negatively affected.(3). Type - determine the type of question that is best suited to answer the topic. (4). Test- have someone review the survey. Did they have trouble understanding anything? Revise the survey accordingly. (5).Market and publicize - this is the key to getting a good response rate and feedback. (6). Regularly monitor survey results and, after assessing, be sure to act on feedback. Dillman (2000, pp 366-394) provides the following guidelines for the design of web based surveys:
1. Utilize a multiple contact strategy much like that used for regular mail surveys
2. Personalize contacts through e-mail if possible
3. Keep the invitation brief
4. Begin with an interesting, but simple to answer, question
5. Introduce a Web survey with a welcome screen that is motivational, emphasizes the ease of response, and instructs about how to proceed to the survey
6. Present each question in a conventional format similar to that normally used on paper, self-administered surveys
7. Do not require respondents to provide an answer to each question before being allowed to answer subsequent questions
8. Make it possible for each question, and corresponding potential responses to that question to be visible on the screen at one time. According to Lindow (2009), "online surveys are getting increasingly popular, since they are the most effective and inexpensive means to collect and organize various data from multiple sources. Information about customers, including their demographics, preferences and product feedback, can be extraordinarily useful organizations of all sizes if the survey is properly designed and interpreted." Web-based surveys offer unique advantages that previous survey methods lacked. They offer access to unique populations and can also save both time and money. However, web-based surveys are not without drawbacks. "Coverage problems, sampling issues, and limited response rates may provide methodological obstacles for researchers, particularly when trying to generalize research towards broader populations. Additionally, researchers who use commercial survey packages to gather data may face ethical or legal issues regarding data storage, confidentiality, informed consent, and deception, particularly when attempting to access populations with countercultural or unpopular views" (WolfWikis). References
Dillman, D. A. (2000). Mail and Internet surveys--The tailored design method. New York : John Wiley & Sons, Inc.
Lindow, A. (2011). 5 tips for creating an online survey. Retrieved August 13, 2012 from http:// mashable.com/2011/07/11/how-to-online-survey/
WolfWikis (2012). Advantages/disadvantages of web surveys. Retrieved August 13, 2012 from http://wikis.lib.ncsu.edu/index.php?title=Advantages/Disadvantages_of_Web_Surveys& action=edit

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