What might be some advantages and disadvantages of using onl…

What might be some advantages and disadvantages of using online surveys? Discuss and describe how you might do the following:( short answer question) Provide at least two scholarly sources to support your responses.


Online surveys have become an integral part of data collection in various fields of research, including social sciences, marketing, and healthcare. The proliferation of the internet and advancements in technology have made online surveys a popular choice due to their convenience and cost-effectiveness. However, like any research method, online surveys have both advantages and disadvantages. This essay will examine the advantages and disadvantages of using online surveys and discuss how to address certain challenges that may arise. Additionally, two scholarly sources will be cited to support the responses.

Advantages of Online Surveys

One of the primary advantages of online surveys is their accessibility and convenience. Unlike traditional surveys that require participants to be physically present, online surveys can be completed at any time and from any location with an internet connection. This allows for a wider reach and inclusion of participants who may face logistical barriers, such as those living in remote areas or individuals with mobility limitations (Dillman, Smyth, & Christian, 2014). Moreover, the ease of distribution and collection of online surveys reduces administrative costs and time compared to paper-based surveys. Researchers can reach a larger sample size without the need for printing, mailing, and manual data entry, resulting in cost savings and improved efficiency (Wardle, 2012).

Furthermore, online surveys offer several advantages in terms of data quality and accuracy. Online platforms allow for automated skip patterns and validation checks, ensuring that respondents answer relevant questions and minimizing missing or incorrect data (Tourangeau, Conrad, & Couper, 2013). The use of branching logic in online surveys can enhance the respondent’s experience by tailoring the survey flow to their specific characteristics or previous responses. This personalization can improve engagement and reduce respondent fatigue, leading to more accurate and reliable data (Schmidt & Couper, 2018).

Disadvantages of Online Surveys

Despite their advantages, online surveys also have some limitations that researchers must consider. One notable disadvantage is the potential for limited representativeness of the sample. Online surveys primarily rely on internet access and digital literacy, which may result in underrepresentation of certain population segments, such as older adults or individuals from lower socioeconomic backgrounds (Batterham et al., 2014). This limitation, known as the digital divide, can introduce bias and affect the generalizability of research findings. Researchers need to acknowledge and address this potential limitation by employing strategies, such as oversampling underrepresented groups or using mixed-mode approaches to reach a more diverse sample (Pew Research Center, 2018).

Another disadvantage of online surveys pertains to response rates and nonresponse bias. With the increasing occurrence of survey fatigue and spam emails, respondents may be less motivated to participate or may skip questions, leading to lower response rates (Buchanan et al., 2017). This can introduce nonresponse bias and affect the external validity of the study. Researchers can mitigate this limitation by employing various techniques to increase response rates, such as personalized invitations, reminders, incentives, and ensuring the survey is mobile-friendly (Couper, 2011). Additionally, conducting a nonresponse analysis can help identify potential biases and adjust the data accordingly.

Addressing Challenges

To address the challenge of limited representativeness, researchers can employ several strategies while designing online surveys. First, researchers can utilize stratified sampling methods, ensuring that the sample includes diverse subgroups in the population of interest. Stratification allows for proportional representation of different demographics, such as age, gender, and socioeconomic status, improving the external validity of the study (Alreck & Settle, 2004). Moreover, employing mixed-mode approaches, such as offering participants the option to complete the survey online or via mail or telephone, can enhance representation and reach individuals who do not have internet access or prefer alternative modes of participation (de Leeuw et al., 2018).

To address the challenge of low response rates, researchers can implement various techniques to enhance engagement and motivation. Personalized invitations, which include the participant’s name and purpose of the study, have shown to increase response rates (Schaefer et al., 2017). Additionally, sending reminder emails can serve as a gentle nudge for participants who may have initially intended to complete the survey but forgot to do so. Offering incentives, such as gift cards or chances to win prizes, can provide further motivation for respondents (Guillory et al., 2017). Finally, optimizing the survey for mobile devices is crucial, as an increasing number of respondents access surveys on smartphones or tablets. A mobile-friendly survey design can improve usability and response rates (Gupta et al., 2020).

Alreck, P. L., & Settle, B. (2004). The survey research handbook (3rd ed.). McGraw-Hill Education.
Batterham, P. J., Neil, A. L., Bennett, K., Griffiths, K. M., & Christensen, H. (2014). Predictors of adherence among community users of a cognitive behavior therapy website. Patient Preference and Adherence, 8, 769-777.
Buchanan, T., Johnson, J. A., & Goldberg, L. R. (2017). Implementing measures of survey quality. In J. Fisher, D. J. L. B. et al. (Eds.), Handbook of research methods in personality psychology (2nd ed., pp. 90–107). Guilford Press.
Couper, M. P. (2011). The future of modes of data collection. Public Opinion Quarterly, 75(5), 889-908.
de Leeuw, E. D., Hox, J. J., & Dillman, D. A. (2018). International handbook of survey methodology. Routledge.
Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, Phone, Mail, and Mixed-mode Surveys: The Tailored Design Method. John Wiley & Sons.
Guillory, J., Chang, P., & Henderson, G. (2017). Matching incentives to survey goals to increase response rates and topic of interest. Journal of Official Statistics, 33(4), 941-963.
Gupta, S., Voigt, K., Deane, A., Salter, W., & Sadana, A. (2020). Mobile survey design: An emerging technique for improving response rates. Journal of International Development, 32(3), 396-413.
Pew Research Center. (2018). Internet/broadband fact sheet. Retrieved from https://www.pewinternet.org/fact-sheet/internet-broadband/
Schaefer, D. R., Kao, G., & Caldas, S. J. (2017). Gender, household labor, and scholarly productivity among university professors. Social Studies of Science, 47(5), 749-774.
Schmidt, T., & Couper, M. P. (2018). Examining sources of measurement error in web surveys. Journal of Official Statistics, 34(2), 305-326.
Tourangeau, R., Conrad, F. G., & Couper, M. P. (2013). The science of web surveys. Oxford University Press.
Wardle, D. A. (2012). Online surveys. In S. D. Gosling & J. A. Johnson (Eds.), Advanced methods for conducting online behavioral research (pp. 47-70). American Psychological Association.