World-Wide Web Survey Research: Benefits, Potential Problems, and Solutions

The World-Wide Web presents survey researchers with an unprecedented tool for the collection of data. The costs in terms of both time and money for publishing a survey on the web are low compared w ith costs associated wi th conventional surveying methods. The data entry stage is eliminated for the survey administrator, and software can ensure that the data acqui red f rom participants is free from common entry errors. Importantly, web surveys can interactively provide participants with customized feedback. These features come at a price of ensuring that appropriately written software manages the data collection process. Although the potential for missing data, unacceptable responses, duplicate submissions, and web abuse exist, measures can be taken when creating the survey software to minimize the frequency and negative consequences of such incidents.