Notice: the WebSM website has not been updated since the beginning of 2018.

Web Survey Bibliography

Title Moving an established survey online – or not?
Source International Journal of Market Research, 55, 2, pp. 187-199
Year 2013
Access date 25.04.2013

This paper details an experiment to migrate a long-established survey from a face-to-face to an online methodology. The survey--Ofcom's Media Tracker--has been running for more than ten years and has generated a longitudinal dataset of great value for assessing trends over time. The value of this dataset needs to be protected against any discontinuity caused by methodological change. A novel technique was developed to determine which variables in addition to demographics should be used to reweight the data from an offline survey to best replicate what would have been achieved had the traditional data collectionmethod continued. The results helped Ofcom to make a decision about migration for this particular survey and, more generally, provide a useful addendum to existing knowledge regarding successful modal migration.

Access/Direct link

Journal Homepage (abstract) / (full text)

Year of publication2013
Bibliographic typeJournal article
Full text availabilityFurther details

Web survey bibliography (183)