One major reason for the recent and rapid proliferation of Web surveys is the apparent ease with which they can be conducted. Almost anyone with a computer and an Internet connection can design and conduct a Web survey at a fraction of the cost of other modes, even mail. One unfortunate consequence of this dramatic increase in survey quantity has been an equally dramatic deterioration in survey quality. Some of this is due to lack of training in survey methods for a new generation of survey practitioners, but equally problematic has been the lack of agreed-upon standards and methods for Web-based data collection within the survey profession.

Fortunately, help is on the way. As the research record builds, we can now identify several best practices emerging in Web survey design, implementation, and execution that help to reduce survey error and establish Web surveys as a legitimate, mature mode for rigorous survey data collection.

This course will provide a basic understanding of current issues and best practices in Web survey design and implementation. The first part will focus on the “mechanics” of Web surveys and includes topics such as software selection and use, survey testing and quality assurance, and sample acquisition and contact methods. The second part will discuss screen design and question presentation by covering several important topics such as survey navigation, presentation of standard question types, use of color, and impact of images. Much of the course is based on the emerging literature in Web survey methods and includes a special emphasis on findings from a series of experiments on visual and interactive features of Web surveys conducted by the instructor with colleagues from the University of Michigan. The course is not a programming course: anyone who conducts (or anticipates conducting) Web surveys will find it useful.

THE INSTRUCTOR: Reg Baker is Chief Operating Office for Market Strategies, Inc. (MSI), a full-service survey research company that conducts research in the government, healthcare, public policy, energy, financial services, and information technology sectors. With more than two decades of experience in all phases of survey research, he has been especially active in the application of new technologies to surveys. He has authored numerous articles and papers on such subjects as the impacts of new data collection technologies on data quality, CATI system design, interviewer training for CAPI, and likely future developments in computer-assisted information collection. His current research focus is Internet applications for survey data collection and dissemination. He has been doing research on the Web since 1997. Prior to joining Market Strategies in 1995, he was Vice President for Research Operations at NORC.