Web Survey Bibliography
Relevance & Research Question: In the first computer-based survey by Bartram and Bayliss (1984, 221 ff.) was already recognized that “… it is probably easier to produce a slick-looking and interesting online test than it is to produce one which is valid and reliable“.
This contribution deals with the disclosure of reliability-influencing factors in online market research. In the offline market research, the influence on the research design to the reliability of a test has already been confirmed by several authors.
Closely linked with the results of offline research by Churchill Jr. and Peter (1984, 334 ff.) and Wilson (1995, 361 ff.) , the dependence of the following reliability factors such as the number of items, the sampling method in particular, and of the other offline factors in general was analyzed.
Methods & Data: Using desk research seven empirical studies were examined, of which there were four published studies and three were student projects.
In the first step, the reliability of each was determined. In the second step the dependencies were examined based on the determinants of reliability using correlation and regression analysis.
Results: The analyzed online studies showed a significant correlation between number of items and the reliability analogous to offline research. Regarding the sampling methods, especially for online panels, no correlation could be detected. Based on the already known offline results concerning different strength of the analyzed factors influencing reliability, a similar situation line could be detected.
Added Value: Despite any criticism of the classical test theory and its quality criteria in the field, the currently known offline factors that influence reliability are sufficiently applicable to determine the quality of the online survey. “Avoiding inverse phrased items” or “Using a constant scale level” are just two examples to improve the quality.
The manipulability of the level of reliability using the factor “number of items” should be judged critically. In general the level of reliability measured by Cronbach’s alpha is an appropriate tool for on-going review and improvement of tests. Further research is needed to verify and to improve the method of measurement.
GOR Homepage (abstract) / (presentation)
Web survey bibliography - Marketing/business (336)
- Response Burden in Official Business Surveys: Measurement and Reduction Practices of National Statistical...; 2013; Giesen, D., Bavdaz, M., Loefgren, T., Raymond-Blaess, V.
- How Mobile Stacks Up to Traditional Online: A Comparison of Studies; 2013; Knowles, R.
- Book Review: Brand Together: How Co-creation Generates Innovation and Re-energizes Brands, by Nicholas...; 2013; Wilson, Al.
- Digging deeper: using implicit tests to define consumers' semantic network; 2013; Riviere, P., Cuny, C., Allain, G., Vereijken, C.
- Conceptualising and evaluating experiences with brands on Facebook; 2013; Smith, S.
- How incentives affect web-based survey response rates of athletic program donors; 2013; Alvarado, G., Callison, C.
- Permission email messages significantly increase gambler retention; 2013; Jolley, W., Lee, A., Mizerski, R., Sadeque, S.
- How virtual corporate social responsibility dialogs generate value: A framework and propositions; 2013; Korschun, D., Du, S.
- Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and...; 2013; Toufaily, E., Ricard, L., Perrien, J.
- Discovering interest groups for marketing in virtual communities: An integrated approach; 2013; Wang, K.-Y., Wu, H.-J., Ting, I.-H.
- The Gamification of Marketing Research; 2013; Donato, P., Link, M. W.
- Measuring Up: Impact of mobile and segmentation on respondent behaviour; 2013; Luck, K.
- Responsive design for mixed-mode panel data; 2013; Bianchi, A., Biffignandi, S.
- Comparative analysis of data from web and face-to-face surveys. A case study on e-commerce in young...; 2013; Cappello, C., Pellegrino, D.
- Insights into Action Profiling shopping occasions for retailers through mobile and online research; 2013; Churkina, O., Morris, T.
- Mobilizing your Branded Panel: Panel data quality during the smartphone transition; 2013; Kugel, C., Brien, D., Blechman, J.
- Möglichkeiten zur impliziten Messung von Emotionen am Beispiel webcambasierter Gesichtsausdruckserkennung...; 2013; Wachenfeld, A., Moentmann, A., Bernet, F.
- The 2012 Confirmit Annual Market Research Software Survey; 2013; Macer, T., Wilson, S.
- Using Mixed-Mode Contacts in Client Surveys: Getting More Bang for Your Buck; 2013; Israel, G. D.
- ESSnet Data: Collection for Social Surveys using Multiple Modes; 2013; Sattelberger, S., Blanke, K.
- The Influence of Answer Box Format, Personal Topic Interest, and Respondent Characteristics on Response...; 2013; Keusch, F.
- Effects of Displaying Videos on Measurement in a Web Survey; 2013; Mendelson, J., Gibson, J. L., Romano Bergstrom, J. C.
- Can Google Consumer Surveys Help Pre-Test Alternative Versions of a Survey Question?: A Comparison of...; 2013; Stern, M. J., Welch, W. W.
- Tablets and Smartphones and Netbooks, Oh My! Effects of Device Type on Respondent Behavior; 2013; Ross, H., Mendelson, J., Lackey, M.
- Survey quality prediction system 2.0; 2013
- A nationwide web-based freight data collection; 2013; Samimi, A., Mohammadian, A., Kawamura, K.
- An approach to selecting online respondents; 2013; Terhanian, G.
- By the Numbers: Theory of adaptation or survival of the fittest?; 2013; Cavallaro, K.
- Measuring wages via a volunteer web survey – a cross-national analysis of item nonresponse; 2013; Steinmetz, S., Annmaria, B.
- Measuring working conditions in a volunteer web survey; 2013; de Pedraza, P., Villacampa, A.
- Research Design as an Influencing Factor for Reliability in Online Market Research; 2013; Wengrzik, J., Theuner, G.
- Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research...; 2013; Brace, I.
- The association between online gaming, social phobia, and depression: an internet survey; 2012; Chen, M.-H., Huang, P.-C., Bai, Y.-M., Wei, H.-T.
- Worldwide online research spending; 2012
- Unintentional mobile respondents; 2012; Peterson, G.
- The integration of facebook into class management: an exploratory study; 2012; Chou, P. N.
- The cross platform report. Q2 -2012 - US; 2012
- Screenwise panel: Frequently Asked Questions; 2012
- Research company spotlight - Mobile surveys; 2012
- Quality in market research. From theory to practice. 2nd Edition; 2012; Harding, D., Jackson, P.
- Online survey statistics for the mobile future. Updated with Q3 2012 data; 2012
- Not just playing around; 2012; Ewing, T.
- MRS Guidelines for online reseach; 2012
- Mobile email opens report 2nd half 2011; 2012
- ISO 20252. Market, opinion and social research-Vocabulary and service requirements, 2nd Edition; 2012
- Global market research 2012; 2012
- The war against unengaged online respondents; 2012; Gittelman, S. H., Trimarchi, E.
- Qualitatively Speaking: The five absolute, no-excuse must-dos for online qualitative researchers; 2012; Rossow, A.
- By the Numbers: Lessons for using online panels in B2B research; 2012; Elsner, N.
- Measure the response burden in the Swedish Intrastat system; 2012; Weideskog, F.