1. Web-based Surveys: Changing the Survey Process, by Holly Gunn First Monday, volume 7, number 12 (December 2002), URL: http://firstmonday.org/issues/issue7_12/gunn/index.html

2. Introduction Democratized survey-taking Web in general has democratized publishing Range and quality vary considerably Survey design focuses more on programming ability and Web design Leadership by those with a technical background Similar to other areas such as library automation

3. Types of Web-based Surveys From entertainment… To serious probability-based

4. Advantages of Web-based Surveys Relatively cheap Faster rate of response Easier to send reminders to participants Easier to process data Capabilities not available with other forms: Dynamic error-checking Random order of questions Complex skip/branching pattern questions dynamically generated Pop-up instructions Drop-down boxes Multimedia Customization for particular groups of respondents

5. Concerns with Web-based Surveys Cross-browser/system differences Different visual stimulus Respondents have different levels of computer literacy Source of error/non-response Data security Randomness of sample Privacy

6. Validity Web-surveys vs. telephone (fewer errors), Krosnick and Chang (2001) Recency effect Social compliance Control of pace Sources of error Internet access rates/coverage Lower response rate than mail Failure to complete/abandonment

7. Design of Web-based Surveys Survey design relates to survey error, Dillman and Bowker (2001) Similar design issues to traditional formats Graphically complex Unique elements (e.g. pull down menus, table formatting, navigation aids) Due to Web’s visual emphasis, design is especially important Audience and purpose should affect design (e.g. teens vs. seniors) Although tradition design principles are important, there is Web-specific advice…

8. Principles for Constructing Web Surveys Cover letter Instructions inline with elements Simplicity Estimate time and progress indicator Be concerned about privacy Cross-browser compatibility

9. Language of Survey Questionnaires Much of the language of a survey is visual Textual (wording) Graphic (font size, color; layout, symbols, images) Numeric (numbering questions and response items) Be aware that these language elements should work in concert, but can send conflicting messages to respondents

10. Improve Response Rate E-mail methods: Personalized invitation/cover letters Follow-up reminders Pre-notification of survey intent Simple format, plain design Mixed-mode

11. Uniqueness of Web-based Surveys Self-administered Can be manipulated Respondents have different computer literacy skill levels Visual stimulus Respondent control Great variety of structure, layout, design options Web technologies that improve response rates

12. Discussion The article is dated (2002). In what ways have technology advances altered the field of Web-based surveys? How do differences in age, culture, etc. affect Web-based design concerns?