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By Valerie M. Sue

On-line surveys supply promising possibilities in today’s technological global. Conducting on-line Surveys is a accomplished advisor to the production, implementation, and research of email and Web-based surveys. Authors Valerie M. Sue and Lois A. Ritter particularly tackle matters designated to on-line survey examine comparable to picking out software program, designing Web-based questionnaires, and sampling from on-line populations.

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All members of the population are sent an e-mail invitation to participate, with appropriate measures taken to ensure that participants respond only once. ) The questionnaire can be included in the body of the e-mail message or as an attachment, or the respondents can be directed to a Web page to complete the survey. Saturation sampling is commonly used in settings such as universities, corporations, government agencies, and professional associations. Using this technique eliminates coverage error, because every member of the population is invited to participate in the survey.

2. Write measurable objectives: Whether an objective is measurable should be evaluated in light of the proposed survey format. Some objectives, such as those involving physiological variables, may very well be measurable but not in an online survey. 2 presents some measurable online survey objectives. 2 A. To assess students’ opinions about the proposed mascot B. To determine the percentage of citizens who are likely to vote for Candidate A C. To determine employees’ attitudes about the new delivery system D.

People generally give more honest answers when faced with a computer screen than when faced with an interviewer (even if the interview is on the telephone). This is not to suggest, however, that online surveys are immune from the problems created by individuals’ desire to be viewed in a positive light. It is therefore useful to review some techniques for reducing social desirability bias. Ways to Reduce Social Desirability Bias • Repeat the promise of anonymity and confidentiality (that is, if it was given in the first place).

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