Comparative Response to a Survey Executed by Post, E-mail, & Web Form

Abstract

Recent developments in communication technologies have created alternative survey methods through e-mail and Web sites. Both methods use electronic text communication, require fewer resources, and provide faster responses than traditional paper and pencil methods. However, new survey methodologies also generate problems involving sampling, response consistency and participant motivation. Empirical studies need to be done to address these issues as researchers implement electronic survey methods. In this study we conduct an analysis of the characteristics of three survey response modes: post, e-mail, and Web site. Data are from a survey of the National Association of Science Writers (NASW), in which science writers' professional use of e-mail and the Web is evaluated. Our analysis offers two lessons. First, a caution. We detect a number of potentially important differences in the response characteristics of these three groups. Researchers using multi-mode survey techniques should keep in mind that subtle effects might be at play in their analyses. Second, an encouragement. We do not observe significant influences of survey mode in our substantive analyses. We feel, at least in this case, that the differences detected in the response groups indicate that using multi-mode survey techniques improved the representativeness of the sample without biasing other results.