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Advantages and Disadvantages of Internet Research Surveys: Evidence From the Literature

RAND

Matthias Schonlau

RAND

E-mail and World Wide Web surveys have been the subject of much hyperbole abouttheir capabilities as well as some criticism of their limitations. In this report, theauthors examine what is known and not known about the use of the Internet for surveying.Specifically, they consider evidence in the literature regarding responserates, timeliness, data quality, and cost. Using this evidence, the authors evaluatepopular claims that Internet-based surveys can be conducted more quickly, effectively,cheaply, and/or easily than surveys conducted via conventional modes. Theyfind that the realities of cost and speed often do not live up to the hype. Nonetheless, itis possible to implement Internet-based surveys in ways that are effective andcost-efficient. The authors conclude that the Internet will continue to grow in importancefor conducting certain types of research surveys.

Key Words: research survey • internet • World Wide Web • e-mail

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