Designing Effective Online Surveys

The Internet has revolutionized survey research. Web-based surveys are now used in many disciplines, and for good reason. Compared to traditional paper-and-pencil and face-to-face modes of data collection, they make it easy to randomize question order, skip irrelevant questions, include rich multimedia content, and adapt the survey experience based on respondent input. Add to this a wide range of question types and unparalleled ease of distribution, and it is easy to see why web-based surveys have become so popular.

But the Internet doesn’t just make it easy to program surveys: it also gives unparalleled access to a vast reservoir of potential research participants. With the help of third-party web panels or crowdsourcing websites, researchers can recruit respondents and complete data collection in a matter of days, sometimes hours. Fielding surveys online is also inexpensive, which makes it possible to obtain large samples even for researchers on a budget.

Online surveys are not a panacea, however. Web-based surveys make use of digital technologies that differ in marked ways from other survey modes, raising the question of how the mode of data collection influences results. Web surveys also can also be completed on both computers and mobile devices, a fact which comes with its own set of possibilities and pitfalls. And respondents recruited online are generally far from representative of most populations of interest.

This course provides a practical introduction to designing effective web surveys and working with online respondents. Particular attention is given to how choices made at the questionnaire-writing and web-design stages affect response rates and data quality, with an emphasis on highlighting actionable design strategies. We also delve deeply into the advantages and disadvantages of using online samples and evaluate design-based and post-hoc approaches to addressing some of the challenges associated with online research.

Starting August 9, we are offering this seminar as a 4-day synchronous*, livestream workshop held via the free video-conferencing software Zoom. Each day will consist of two lecture sessions which include hands-on exercises, separated by a 1-hour break. Participants are encouraged to join the lecture live, but will have the opportunity to view the recorded session later in the day if they are unable to attend at the scheduled time 

*We understand that scheduling is difficult during this unpredictable time. If you prefer, you may take all or part of the course asynchronously. The video recordings will be made available within 24 hours of each session and will be accessible for four weeks after the seminar, meaning that you will get all of the class content and discussions even if you cannot participate synchronously. Please note that this course contains several small group discussions that cannot be joined asynchronously. We will be able to record one of the sessions, but not all simultaneously. The instructor will provide all relevant materials so that asynchronous participants can review them on their own.

Closed captioning is available for all live and recorded sessions.