Superior data collection is a cornerstone to capturing representative information about the population of interest that informs decisions in business and public policy, and in advancing the social sciences. In all modes of data capture, the questionnaire is important, yet it can be argued that in online-based research, a self-administered Web survey relies even more heavily on the quality of the questionnaire. Although some findings can be transferred from the literature of paper and pencil questionnaires, they need to be retested for Internet research. (...)