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Please Read Before Starting

Internet based online surveys are a very powerful, cost effective way to obtain actionable research results for organizational decision-making. But only if done correctly! There are two very important, interrelated issues that must be considered:
  1. Instrument Design: Each element in a questionnaire must be designed to provide necessary data and encourage participation. These goals are often in conflict. Some questions can be difficult for respondents; if respondents feel overwhelmed or that questions are too invasive, they will simple close the browser window and their data will be lost. We have tried to provide suggestions and tips for good survey design that will encourage respondent participation. Probably the single most important thing that you can do is to limit your questions to those that are absolutely necessary; if you do not know exactly how you will use an answer to a question, don't ask that question no matter how "curious" you might be. Each additional question adds to the respondents' time and frustration burden; eventually, the respondent just quits no matter how motivated they might have been initially.
  2. Effective Sample Size: Your survey is important to you; how many people complete the questionnaire will be a function of how important it is to them. Of those people that do complete the survey, not all will actually be able to provide the information that you need. We refer to these two issues as: When taken together, the Cooperation Rate and Incidence Rate will provide an estimate of your needed sample size. Let's say that you want to have at least 100 completed, useful responses. If you expect a Cooperation Rate of 10% and an Incidence Rate of 50% (about right for a church interested in its youth programs) you will need a sample size of 2,000 church member email addresses to obtain the desired 100 completed instruments. If you don't want to use email to invite potential survey respondents but instead wish to rely on visitors to your website who might click on a link to the survey, you will have a much more difficult time. It would likely require site traffic of over 10,000 unique visitors each month to generate the desired sample size; only very large commercial websites will have that level of traffic.

Is an online survey appropriate for your organization? Yes, if you are willing to follow our suggested guidelines and tips AND you can obtain a large enough sample; BUT, no, if the needed sample size is not available.


We have organized the Web Opinion Research University into four separate sets of Lessons to help you obtain the best possible results from your online survey.


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