Web-based surveys for corporate information gathering: a bias-reducing design framework

The cost effectiveness of Internet-based communications in the ever more fully networked business environment continues to drive the use of Web surveys for corporate information gathering. However, simply applying traditional survey techniques to the Web can result in significant shortcomings in the data so gathered. Recent research has been directed at these issues, within the context of Web surveys as a general research tool. We discuss the application of that research to the narrower organizational context. This article synthesizes from the literature on Web-based surveying and from the authors' own experiences. It suggests a design framework for managers and communications professionals interested in increasing the statistical validity of Web surveys deployed in an organizational context. The results of a recent organizational Web survey developed and administered within the framework guidelines support the efficacy of the framework.