Popularity of Web-Based Surveys - Essay Example

?INTRODUCTION: In the business world, bringing in an untested idea is a bad idea. Wisdom calls that before spending considerable amount on designing,manufacturing, marketing and selling the product business shall investigate the perspective of customers or consumers. This investigation leads to market research. With technological advancement, researchers are indulging in online researches and collecting data through different online survey methods. Ladner, Wingenbach and Raven (2002) report “a simple Internet query of ‘Web-based surveys’ produce[s] over 18,500 matches”. Moreover on its growing popularity Skitka and Sargis (2006) stated that in 2003-2004 American Psychological Association Journals had at least one article published that used web based data collection. Web based survey gained popularity at accelerated pace. Lyons, Cude, Lawrence, and Gutter (2005) mentioned that web based surveys provide greater benefits as compare to traditional methods of paper –pencil or telephonic surveys. Most frequents benefits associated with online survey are efficacy, specific to time and money, huge data availability, less response bias etc while biggest demerits associated with this kind of survey are reliability and validity of the research (Vereecken, 2001). This ease of conducting survey is being witnessed in two domains; first, reduced cost as it is relatively less expensive and cheaper to get the required data through online survey. Second, the ease provided by the online survey, in getting one’s customers’ feedback has provided small companies an opportunity to conduct survey which was earlier confined with companies having large marketing and research budgets. Companies now use this option on constant on-going basis to keep customers intact with their websites; hence, it has become an important tool to keep bringing traffic to the websites that on one side brings in revenue from advertisers as well as constantly upgrades data-bank regarding changing customers’ thought patterns. On most prominent feature of the web based survey is characteristics of population it uses to get responses. At an instance, where internet based population provides access to virtual groups and communities this feature can also turn as disadvantage (Wright, 2005). With lack of control on environment it gets difficult to verify participants. For instance, verification of age, status etc is not possible. Similarly, one cannot verify if the participants are actually eligible for the response e.g. minors responding to surveys designed for adults etc or people are participating frivolously or maliciously in a way that could undermine the integrity of the study (Garrick, 2009). RESEARCH PROBLEM: Web based survey has taken an extensive importance in business research as well as business enhancing tools. With the growing popularity of web based research there has arisen many problems with it more specifically with the main component of research .i.e. population (Litvin and Kar, 2001). For every product there is certain group of customers who do not participate in online surveys and hence, their liking, disliking or in general their opinions are left unattended. Therefore, there arises a problem to cater the suggestions of that particular group of people (Yun and Trumbo, 2000). Hence, the research problem this study is aimed to address is finding if any difference exist in response of people in online surveys and other surveying techniques. Internet usage has grown in multiples in past years and the pace is still growing, however there is still certain percentage of population that do not use internet. The objective of this research is to explore the fact that how much similarity exists in the responses of customers through online surveys and through other survey techniques. This study will explore an entirely new domain for researchers as well as businesses. Similarity in results would benefit the research organizations to divert their resources (expertise) more towards web based resources. On contrary to this, if responses in results vary then it would open another field for researcher to devise methods/ tools /techniques to reduce the differences in responses to its minimum. For business whose products are usable by both types of people, results of this survey would provide clear idea about the percentage of their customer would be left un-heard if they rely solely on web based survey. In case of results with similarity, it would benefit business with reducing cost that is invested in paper- pencil or telephonic surveys. RESEARCH AIM AND OBJECTIVES: The aim of the research study is to explore the validity and reliability of the online survey methods for data collection as compared to the other survey methods or techniques. The research study will try to accomplish following research objectives: To explore the reliability and validity of the online survey methods To compare the data collected through the online survey method and other survey techniques To identify the differences in the data generated through the online survey method and other survey techniques RESEARCH DESIGN: This research is intended to find the difference in responses from people on online surveys and other surveying techniques. It is designed to find the level of benefit that is missed by switching from other techniques of survey to web based survey. To achieve this objective, the researcher will conduct survey both online and paper-pencil survey as a representative of other surveying techniques. Research is designed in an exploratory format to explore the research problem defined. The researcher will use the mix method research as the researcher will collect the qualitative data with the help of the questionnaires and then will analyze them using the quantitative methods like different statistics methods. This approach of using mix method strategy will allow the researcher to come up with more comprehensive and thorough results and findings (Burns and Bush, 2012). INFORMATION TYPES AND SOURCES: As the research is aimed to address the unique characteristic of response from group, the type of information used by study will be primary information. The researcher will first come up with the theoretical and conceptual framework with the help of the secondary research by means of extensive literature review. This will facilitate the researcher in identifying important variables and elements for the research study. At the later stage the researcher will collect the primary data with the help of the online survey and paper-pencil survey in order to compare the results from the two types of survey. This method of using both primary and secondary data will enable the researcher to accomplish the objectives of the research study in effective and efficient manner (Burns and Bush, 2012). METHODS OF ACCESSING DATA: To explore the level of variation in the responses gathered through online survey and paper-pencil survey, the researcher will collect the primary data from the people who do not use internet. Hence the researcher will collect the character specific primary information. This primary source information will be accessed with the help of arranged and controlled environment with the same group of people with defined characteristics of non-internet user (irrespective of reason for not using internet). To access this information questionnaire method will be used. DATA COLLECTION FORMS DESIGN: For the purpose group of people, with the particular characteristic would be reached. The data collection forms will be designed to get information specific to response variation in two different forms of survey. For the purpose two close-ended questionnaires will be designed. Both carrying similar question context wise however, the some variation in terminology and question structure would be incorporated to reduce the chances of intended/ planned information provision. Correct information requires very cautious efforts in terms of first hand information request and requires spontaneous responses. Any intended /planned response to questions would negatively affect the results of study. At this stage in the questionnaire designing it will be required to keep consideration of the conversation from responses of two questionnaires to comparables on likert scale. SAMPLE PLAN AND SIZE: Though internet has penetrated to get specific portion in the lives of people, there is still group of people who do not use internet. That particular group is population for this study. As whole population cannot be reached, sampling would be done to get representatives of the mentioned population group. Sampling from the population will be done on convenience basis. Selected sample would be reached and group of people not using internet will be requested to join the activity. The selected sample shall be a single stage stratum. This stratum shall, however, not include children of age less than ten years and more than 65 years. This benchmark has been set to reduce chances of biased responses. Children below the set age are assumed to be much affected by environment and are expected to be cautious in giving responses to survey questions. This will not fulfill the need of question responses to be spontaneous. Similarly, people of age above the set threshold are also assumed to be very much driven by considerate level of thought process and again violating the basic need of response. Hence, the convenience sample group of almost 300 people which fulfill the set requirement will be reached. DATA COLLECTION: The study will collect data in multi-stage. In the first stage sample people will be reached. Once the sample group has been identified the study’s activity will be conducted in two stages. In first phase, first hand information from sample will be collected on using questionnaire basis (pencil –paper format). In the second phase, sample people will be given access to internet (either self or with support in case required) and fill another questionnaire. This activity will be conducted in batches of 25 people per batch due to constraints level of resources. Week’s time has been assigned to get the data collected for both questionnaires. With completion of data collection stage, three days have been assigned to feed the collected responses on software. DATA ANALYSIS: Once the data has been collected and fed, there comes very important stage of data analysis. Since information collected is primary source, basic statistics of the data will be developed regarding demographics etc. It will help in exploring the segmented results based on the variations in responses. Data will be analyzed on many fronts, first and foremost the overall variation in responses of entire sample. Once this information has been reached, further insight regarding the variation in response exists in which set of people and which set of sample has more consistency. REPORT PRESENTATION: This report will be presented to various research firms and marketing research department of businesses. To the research firms this study will provide benefit to explore further identify products, age groups, regions etc with which this difference (if exist) is meaningful. In case of minimal difference, it can be given benefit of doubt. This report will also be presented to businesses with higher concentration towards research based market exploration to benefit themselves with results to decide the preferred mode of survey. LIMITATIONS: The research study has some limitations which can affect the findings and results of the research study. In methodology designed for the study, the people have been segregated on the basis of their internet usage only. This only designed to get the due group raises many questions such as the vast range of age the responses may differ due vast different in education, experience etc. This may results in affecting the findings of the research study. Further the study is based to explore the variation in the response from those who do not use internet. While the activity conducted involves internet usage and hence the controlled environment is affected. RECOMMENDATION: With the initiation of the study it has open large avenues for researcher. Researchers can further explore same concept with considering differences that exist. For instance, the study can be conducted to get responses from group of people with small stratification in terms of age, education, income etc. It can also be conducted with product specification as some products have higher online selling frequency while some are still preferred to be bought from bricks setup. This basic research can also be conducted to prove its validity in different environment to find the impact of changing environment etc. The research topic is interesting and beneficial for different research companies and organizations and will come up with important insights regarding the online survey methods. It will be beneficial for different organizations and companies to further explore this research topic. References Burns, A. C. & Bush, R. F. (2012). Basic marketing research using Microsoft Excel data analysis (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall Garrick, M. (2009). Internet Research on-line surveys. Retrieved September 25, 2012, from Ladner, M. D., Wingenbach, G. J., & Raven, M. R. (2002). Internet and paper based data collection methods in agricultural education research. Journal of Southern Agricultural Education Research, 52(1), 40-51 Litvin, S. W., & Kar, G. H. (2001). E-surveying for tourism research: Legitimate tool or researcher’s fantasy? Journal of Travel Research, 39(3), 308 Lyons, A. C., Cude, B., Lawrence, F. C., & Gutter, M. (2005). Conducting research online: Challenges facing researchers in family and consumer sciences. Family and Consumer Sciences Research Journal, 33(4), 341-356 Skitka, L. J., & Sargis, E. G. (2006). The Internet as psychological laboratory. Annual Review of Psychology, 57, 529-555. Vereecken, C. (2001). Paper pencil versus PC administered querying of a study on health behaviour in school-aged children. Archives of Public Health, 59(1), 43-61. Wright, K. B. (2005). Researching Internet-based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. Journal of Computer-Mediated Communication, 10(3), article 11. Retrieved September 25, 2012, from  Yun, G. W., & Trumbo, C. W. (2000, September). Comparative response to a survey executed by post, e-mail, and Web form. Journal of Computer-Mediated Communication, 6(1). Read More