The past decade has seen a tremendous increase in internet use and computer-mediated communication (Fox, Rainie, Larsen, Horrigan, Lenhart, Spooner, & Carter, 2001; Horrigan, 2001; Nie & Erbring, 2000; Nie, Hillygus, & Erbring, 2002). As an increasing amount of communicative activity takes place through this new medium, there has likewise been a significant increase in primary research on virtual communities, online relationships, and a variety of other aspects of computer-mediated communication (Flaherty, Pearce, & Rubin, 1998; Matheson, 1991; Nonnecke, Preece, Andrews, & Voutour, 2004; Preece, 1999; Preece & Ghozati, 2001; Walther, 1996; Walther & Boyd, 2002; Wood & Smith, 2001; Wright, 2000a, 2002a, 2002b, 2004). Studies of online populations have led to an increase in the use of online surveys, presenting scholars with new challenges in terms of applying traditional survey research methods to the study of online behavior and Internet use (Andrews, Nonnecke, & Preece, 2003; Bachmann & Elfrink, 1996; Stanton, 1998; Witmer, Colman, & Katzman, 1999; Yun & Trumbo, 2000).

The technology for online survey research is young and evolving. Until recently, creating and conducting an online survey was a time-consuming task requiring familiarity with web authoring programs, HTML code, and scripting programs. Today, survey authoring software packages and online survey services make online survey research much easier and faster. Yet many researchers in different disciplines may be unaware of the advantages and disadvantages associated with conducting survey research online. Advantages include access to individuals in distant locations, the ability to reach difficult to contact participants, and the convenience of having automated data collection, which reduces researcher time and effort. Disadvantages of online survey research include uncertainty over the validity of the data and sampling issues, and concerns surrounding the design, implementation, and evaluation of an online survey.

This article considers and evaluates the advantages and disadvantages related to conducting online surveys identified in previous research. In addition, it reviews the current state of available web survey software packages and services, various features of these software packages and services, and their advantages and limitations. The purpose of the article is to provide an overview of issues and resources in order to assist researchers in determining if they would benefit from using online surveys, and to guide them in the selection and use of online survey techniques. To facilitate these goals, which are both methodological and applied, the author draws on published research dealing with online survey methods, as well as his experience conducting more than 10 online surveys.

Advantages of Online Survey Research

Researchers in a variety of disciplines may find the Internet a fruitful area for conducting survey research. As the cost of computer hardware and software continues to decrease, and the popularity of the Internet increases, more segments of society are using the Internet for communication and information (Fox et al., 2001; Nie et al., 2002). Thousands of groups and organizations have moved online, many of them aggressively promoting their presence through the use of search engines, email lists, and banner advertisements. These organizations not only offer information to consumers, they also present opportunities for researchers to access a variety of populations who are affiliated with these groups.

Communication researchers may find the Internet an especially rich domain for conducting survey research. Virtual communities have flourished online, and hundreds of thousands of people regularly participate in discussions about almost every conceivable issue and interest (Horrigan, 2001; Wellman, 1997; Wellman & Haythornthwaite, 2002). Areas as diverse as interpersonal (Parks & Floyd, 1996; Tidwell & Walther, 2002; Wright, 2004), group (Hollingshead, McGrath, & O'Connor, 1993; Hobman, Bordia, Irmer, & Chang, 2002), organizational (Ahuja & Carley, 1998), health (Rice & Katz, 2001; Wright, 2000a), and mass communication (Flaherty et al.,1998; Flanagin & Metzger, 2001) have been studied using online surveys.