Chapter 1: Before You Begin

Module 1: Online Surveys – Advantages and Applications

Let’s start with the basics of online survey research. This module will cover the key concepts of online surveys, as well as the advantages and disadvantages in the modern world.

Learning Objectives

  • Learn the basics of survey research and consider the pros and cons to online surveys

🧐 Consider This!

Do you think digital research is a better research style than traditional in-person research when it comes to accessibility? In what contexts might it be better? In what contexts might it be worse?

Case Study

Dr. Chen is conducting a regional study on mental health in Toronto and chose an online survey for its broad reach and cost-effectiveness, and because participants do not have to travel in-person to her clinic to participate. After launching the survey, she quickly gathered hundreds of responses.

However, she soon realized that most participants were from middle-to-high-income households and were young and tech-savvy. She wonders if this is an accurate representation or if there is some level of bias within her sample.

The Basics of Survey Research

Paper checklist and pencil icon. Successful formation of business tasks and goals. Flat vector pictogram

So, what are surveys for? You’ve probably filled out a survey before, maybe after a doctor’s visit, a school event, or even just to give feedback on an online purchase. Surveys are essentially a way to ask people questions and gather information.

Historically, surveys were often national censuses seeking population-based data collection. This often looked like mailed surveys to households across the country. But not all surveys might be as large-scale! Surveys can also be conducted on a small representative sample of people.

Today, surveys have become a common and useful research technique, covering various research aims and sampling and recruitment styles. Surveys can be used in various research styles to collect statistical data (quantitative methods), opinions and attitudes (qualitative methods, or both together (mixed methods).

In the current world, surveys conducted online are becoming more and more popular as a research method in all sectors. However, online surveys can pose some issues leading to developments of biases and inaccurate data.

Advantages and Disadvantages of Online Surveys

Surveys are a powerful tool for gathering data, especially in digital research. But there are considerations to make note of. Let’s take a look at this table outlining the benefits and barriers in online survey research.

Advantages of Online Survey Research Disadvantages of Online Survey Research 
  • Can be used a variety of research methods (such as quantitative, qualitative, mixed-methods, longitudinal studies).
  • Easy and less labor intensive for participant recruitment, and data collection.
  • Low cost to develop and disseminate, requiring less research staff to conduct data collection activities.
  • Fast data collection.
  • Broad reach to large sample sizes can be achieved easily
  • Accessibility can be improved by online setting
    • For example,  research activities may be easier to access online participants with mobility impairment, and screen-readers can support visually impaired people who may otherwise struggle with a paper survey.
 Potential for biases due to:

  • Self-selection (only participants who are keen to participate and feel confident in online participation will do so).
  • Digital divide and disproportionate access to technology and reliable Internet or phone connection.
  • Sampling errors caused by algorithm-based recruitment (See: Module 7: Participant Recruitment and Retainment)
  • Low response rates due to digital burnout, low incentives.
  • Deception (See: Module 7: Dealing With Deception).
  • Accessibility might not be prioritized by researchers, leading to poorly designed surveys that are difficult to use for people with disabilities (See: Module 4: Designing Survey Questions.

The different facets of online survey research will be discussed in-depth in the upcoming modules, including pitfalls and possible solutions to mitigate them.

 

License

Accessible Digital Research: Strategies For Overcoming the Digital Divide in Online Survey Research Copyright © by Eunice Tunggal and Christina Vassell. All Rights Reserved.

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