Conclusion

In general, the advantages of Internet based surveys outweigh the disadvantages (Allen, 1987). Web-based surveys are more attractive for researchers using self-report inventories due to the ability to select large heterogeneous samples (Pasveer & Ellard, 1998). The best sample representation is when a multi-administration mode - the use of two or more of Web, email, mail, paper and pencil direct application - is utilized (Yun, 2000). The use of multi-administrations accommodates the strengths of each administration type (Yun, 2000). However, several researchers (De Leeuw, 1992; Dillman, 1999; Schwarz et al., 1992) found in independent studies that mixed mode surveys, for the same population, produced an increase in response error.

This chapter is designed to:

  • Increase awareness and sensitivity of IS researchers to differences in survey administration.

  • Summarize the differences in instrument performance parameters that can be expected by survey medium.

  • Inform the research community about the existing literature comparing the differences in the two basic administration media - manual paper direct and electronic-Internet-based administration.

The human-to-human interaction present in the paper-direct administration provides a significant operating dynamic. Internet-based survey administration tends to lack personalization and sometimes is characterized as remote, indirect or impersonal. In electronic surveys, the administration and most interactions with respondents are achieved using electronic technology. The presence or absence of the human intervention may ultimately influence user behaviors and also responses to survey queries. Further empirical research into the effects of administration differences is warranted.

Members of the information systems community of practice seek to understand human behaviors regarding use of, and user trust of, information systems technology. As such, social dynamics offer insight and understanding to user performance in survey research. The medium of survey administration has a direct relationship to user trust in technology. The human-dimension is worth further exploration to understand the social dynamics of data collection. This chapter attempted to identify, describe and map the differences between survey data collection media as a function of selected social variables.



Computing Information Technology. The Human Side
Computing Information Technology: The Human Side
ISBN: 1931777527
EAN: 2147483647
Year: 2003
Pages: 186

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