Internet vs. Telephone ... The Weaknesses (Part 3)
Following up on our earlier discussions on the value of Internet vs. telephone surveys (Issue #5) and the strengths of each (Issue #7), now we will examine the drawbacks of the two common research methodologies.�
Weaknesses of the Internet survey methodology:
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Internet population demographics are not directly representive of the off-line population.
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For general population surveys, there is a need to control for the Internet's demographic skews (i.e., income, education).
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Non-response bias can affect sample representation and validity (passionate positive/negative responder bias).
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Verification of survey respondent identity is more difficult.
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As a passive methodology, forcing necessary quota groups can be difficult.
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A moderate to high relationship with the respondent is needed to achieve necessary response rates.
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The survey subject needs to be relevant and interesting to the respondent.
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The ability to probe a respondent is often not as effective compared to an interview with a live person.
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Respondents often have a lower level of trust regarding the guarantee of anonymity and confidentiality.
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There is a greater likelihood of technical "gliches," for example, due to required 24/7 availability and tendency for large volume of respondents to reply within first 48 hours.
Weaknesses of the telephone survey methodology:
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Response rates can get low if not carefully managed, leading to representation issues.
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Some respondents perceive telephone surveys as more invasive.
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Surveys can only be conducted during certain times of day.
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Data collection often takes longer compared to an Internet methodology and is less convenient to respondents.
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Unskilled interviewers can affect results by leading/influencing respondents.
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Unsupervised interviewer cheating can occur.
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Telephone surveys are more expensive than an Internet methodology.
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Open-ends need to be transcribed.
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The same survey often takes a little longer on the phone because it takes longer to have questionnaire read to respondent.and some respondents can be wordy.
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