1. Surveys of Internet Use
Social Research and the Internet
2008/2009
Ellen Helsper
Oxford Internet Institute

2. Four research questions
Do men and women differ in their perceptions of netiquette?
How do people understand the role of netiquette within their intimate relationships?
Does a negative online experience cause men and women to differ in their perceptions of netiquette?
Do online social networking sites create spaces where netiquette might be challenged?
Which method is most appropriate to answer each of these questions?

3. Generalisation to population Group comparison Repeated measures/Trends
Why survey?
Generalisation to population
Group comparison
Repeated measures/Trends
Opinion/Values and ‘Behaviour’
Perception and ‘Fact’
Control / scrutiny
Anonymity (f2f v. self-completion)

4. Advantages Disadvantages
Why survey online?
Advantages
Disadvantages
Low cost and high efficiency
High speed and control
Collection methods available to anyone
Elite and long distance
Flexible design (interactivity, sounds, video)
‘Crash and burn’
Too much/little democracy
Professionals & over-surveying effect
Playing hard to get
Do not ‘dress to impress’

5. Problems with surveys Two main sources of error to be avoided
Sampling errors – who you ask
Measurement errors ( non-sampling errors)
Reliability (Same responses over repeated measures)
Validity (The deviation of the answers of the respondent from their true values on the measure)

6. Traditional sampling techniques
Simple random sampling
Stratified sampling
Cluster sampling
Multistage sampling

7. Sampling and online surveys
For online surveys specific problems:
Unknown composition internet population
Unable to reach population
Different selection probabilities experts and novices
Potential solutions
Well defined sampling frame with known populations
Provide internet access (literacy required)
‘Ad hoc weighting’

8. Online sample recruitment
Non-probabilistic
Volunteer panels and survey sites
‘Convenience’ samples (egambling and pop ups)
Entertainment (
Probabilistic
Sampling on ( ) list of specific population (OSS Watch)
Mixed mode designs with choice of completion method
Pre-recruited panels of internet users (Me, My Spouse and the Internet)
Full population (offline) probability samples

9. DIY
Exercise part I

10. Response rates and surveys
Non-response, Missing values and Drop outs
General threats to response rates (and reliability)
Length and cognitive effort (complexity and relevance)
Confidentiality concerns
Specific threats online :
Ability & Literacy
Design and technical difficulties
Solutions:
Invitation (wording, repeats, personalisation)
Questionnaire (wording and design)

11. Measurement and surveys
Threats to validity:
False opinions > Example OxIS
Expert respondents
The respondent’s ‘mood’
The respondent’s skill and understanding
Answer context and distractions
Solutions in:
Questionnaire (wording, design, order, length)

12. Survey Design Narrative of the survey (flow)
Start with easy/interesting/general questions
Then on to the more complex
Finally sensitive questions including some socio- demographics
> Example OxIS
Online specific:
Forced answers
Branching
Visuals

13. Survey Design Types of questions Open
Remember…A survey is not an interview. Take it easy on the open questions.
Closed
Categorical (multiple or one choice)
Ordinal and nominal Scales
Online specific
Sort or Rank
Changed order
>Examples OxIS and Marriage and the Internet

14. Survey questions Do NOTs Double barrelled Double negative
Leading questions
Social Desirability
Careful with:
Acquiescence
Forward/Backward telescoping

15. Exercise part II http://limesurvey.oii.ox.ac.uk/admin/
DIY
Exercise part II

16. Ethical Considerations
Informed Consent
Explanation of study, risks and benefits of participation, encourage questions, stress voluntary nature of participation
Confidentiality
Anonymity and security
> Example eGambling
How data will be used and published
> Example OxIS Intro

17. Online Survey Software
Online survey tools:
Datstat Illume software (proprietary)
LimeSurvey ( )

18. DIY
Exercise part III