Research Insight 3.2

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

Source: Evans, J.R. and Mathur, A. (2005), ‘The value of online surveys’, Internet Research, 15(2), 195–219.

Abstract: Purpose – To provide a thorough analysis of the role of the internet in survey research and to discuss the implications of online surveys becoming such a major force in research.
Design/methodology/approach – The paper is divided into four major sections: an analysis of the strengths and potential weaknesses of online surveys; a comparison of online surveys with other survey formats; a discussion on the best uses for online surveys and how their potential weaknesses may be moderated; and an overview of the online survey services being offered by the world's largest research firms.
Findings – If conducted properly, online surveys have significant advantages over other formats. However, it is imperative that the potential weaknesses of online surveys be mitigated and that online surveys are only used when appropriate. Outsourcing of online survey functions is growing in popularity.
Practical implications – The paper provides a very useful source of information and impartial advice for any professional who is considering the use of online surveys.
Originality/value – The paper synthesizes the vast literature related to online surveys, presents original material related to survey methodology, and offers a number of recommendations.

Insight: This highly cited paper outlines the strengths and weaknesses of undertaking online research. The article also compares online survey approaches with other survey formats, making it a particularly useful paper for those undertaking online research.

URL: http://www.emeraldinsight.com/journals.htm?articleid=1464622&show=abstract