At DHM, we are experts in the design and deployment of online questionnaires: Valid and reliable online surveys.

There are a lot of web sites promoting their own methodology. They're inexpensive because you have to build, launch, and conduct your own survey. They seem user-friendly, with a great appearance and wonderful testimonials. Anything missing in all that? Yes. If you plan to make difficult decisions and allocate resources based on the results you get from them, you need to ask some tough questions about validity and reliability.

Some Frequently Asked Questions and Answers about Online Surveys
Q: Why would I do an online instead of a phone survey?
A: Online surveys offer many advantages:
  •  Lower cost - for larger studies, we can do more interviews for the same cost
  •  Faster results - computer technology enables quick data collection and tabulation
  •  Greater scope - we can ask more questions because of the ease of response
  •  More responses - respondents answer survey questions at their convenience
  •  Quality responses - respondents are more candid and answer open-ended questions in their own words
Q: Are online surveys better than phone surveys?
A: Both have their strengths and weaknesses. Telephone surveys are challenged by:
  •  Telephone screening like call blocks and caller ID
  •  New telephone exchanges with few working numbers that increase the cost of random studies
  •  Increasing resistance to telephone surveys
  •  Growth in cell-phone only users
  •  Respondents who may conceal responses they fear are socially "unacceptable"
Q: What are the drawbacks of online surveys?
A: Online surveys are challenged by:
  •  No true equivalent of random digit dialing since there is no central directory of all email addresses
  •  Not all people have internet access, especially the elderly and low income
  •  Nonresponse due to technical problems and confidentiality concerns
Q: How does DHM overcome these challenges?
A: We can:
  •  Tap into a random panel of individuals available to do online surveys.
  •  Overcome nonresponse and technical issues because people have agreed to respond to surveys
  •  Address confidentiality through password protection technology
Q: How does DHM assure valid results?
A: We are able to:
  •  Tap into a panel of individuals available to do online surveys from reputable panel management firms; these companies develop and maintain the panel which today is demographically representative of the general population, and becomes more representative with increase in web users
  •  Screen online respondents to get the sample you want (e.g. parents of school age children, homeowners) or work with clients to focus on a defined population by doing a "closed" online survey (e.g. company employees)
  •  Weight survey data, as we often do with telephone surveys, to assure the findings reflect the population we are targeting
Q: Are online surveys ever used for campaign polling?
A: Yes, they have the potential to:
  •  Be more representative of likely voters*
  •  Get responses at the voter's convenience, rather than when the pollster calls
  •  Free up voters to be completely honest without fear of giving offense
  •  Capture voter's direct and complete answers to open-ended questions
Q: Why should I use DHM instead of an off the shelf software package?
A: We can provide the following assistance:
  •  Questionnaire design that will help provide more valid results through such techniques as triangulation
  •  Sample design that will support valid and statistically reliable research, including subgroup analysis
  •  Custom-tailored research designs like adaptive conjoint analysis and discrete choice to provide information about the relative value of different policy options or product designs
  •  A neutral research perspective to help assure objectivity in analysis and reporting
  •  Being a "third party" data collector to help increase the quantity and quality of survey responses
Q: Where can I get more information on online surveys?
A: There are many publications that cover new developments in online survey research tools.
The following articles may be of particular interest:
  •  Public Opinion Quarterly, Winter 2000, Vol. 64, issue 4, page 464.
  •  Campaigns & Elections, October 2001, issue 8, page 41.
  •  International Journal of Market Research, Spring 2004, volume 46, page 3.
* "The political alignment of Internet users reflects the rest of the demographics reported here... Interestingly, the percentage of those online who were likely voters in 2000 exceeded the national average by 20 percent across party lines. Taken together, this information suggests that online research is more representative of likely voters, though sampling would be more inclusive for Republicans than Democrats." -- Karl Feld, Campaigns & Elections, "Online Polling and Survey Research," October 2001.