Jelke Bethlehem
Faculty of Social and Behavioral Sciences,
Institute of Political Science
Leiden University
The Netherlands
contact:
website:
www.web-survey-handbook.com/
This second edition first published 2021
© 2021 by John Wiley & Sons, Inc.
Edition History John Wiley and Sons, Inc. (1e, 2012)
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Library of Congress Cataloging‐in‐Publication Data
Names: Biffignandi, Silvia, author. | Bethlehem, Jelke G., author. | John Wiley & Sons, Inc., publisher.
Title: Handbook of web surveys / Silvia Biffignandi, University of Bergamo, Italy [and] Jelke Bethlehem, Leiden University, Faculty of Social and Behavioral Sciences, Institute of Political Science, The Netherlands.
Description: Second edition. | Hoboken, NJ : Wiley, 2021. | Includes bibliographical references and index.
Identifiers: LCCN 2020028687 (print) | LCCN 2020028688 (ebook) | ISBN 9781119371687 (hardback) | ISBN 9781119371694 (adobe pdf) | ISBN 9781119764496 (epub)
Subjects: LCSH: Internet surveys. | Surveys–Methodology.
Classification: LCC HM538 .B55 2021 (print) | LCC HM538 (ebook) | DDC 001.4/33–dc23
LC record available at https://lccn.loc.gov/2020028687 LC ebook record available at https://lccn.loc.gov/2020028688
Cover Design: Wiley
Cover Images: © Adisa/Getty Images
Preface
The last 10 years have witnessed a significant increase in Internet penetration. What is particular about this growth is that a number of generations are currently experiencing the contemporary and highly technological environment. Social media, constant connectivity, and on‐demand entertainments are innovations that Millennials (aged between 23 and 38 in 2019) adapted to as they grew up. For those born after 1996, the so‐called Generation Z (aged between 7 and 22 in 2019), these innovations are mostly taken for granted, having been part of their lives from the beginning. The iPhone was launched in 2007, when the oldest members of Generation Z were 10. By the time they are in their teens, young Americans access the Internet mainly via mobile devices, Wi‐Fi, and high‐bandwidth cellular services. Pre‐Millennial generations play an important role in the general population, but for them, this environment based on technological communication is a new experience.
The implications of some population subgroups having adapted to the technological environment (Millennials and pre‐Millennials) while others have lived in this “always on” technological environment all their lives are of relevance for survey‐based research, particularly in the case of web surveys. The way that questionnaires are administered undoubtedly has an impact which differs according to population group. Furthermore, the behavior of the respondents while participating depends on their digital experience, their generational characteristics, and their attitude toward technology in their lives. Therefore, surveys—and in particular web and mobile web surveys—have to adopt a number of changes in their methodology to take into account any differences in the cultural backgrounds of potential survey participants and the characteristics of the eventual devices used.
Due to high Internet penetration and the relatively low cost of conducting web surveys compared with other methods, the number of surveys being conducted via the Internet has increased dramatically over recent years. The panorama of survey‐based research has changed drastically over the last few decades.
First there was a change from traditional paper‐and‐pencil interviewing (PAPI) to computer‐assisted interviewing (CAI). Since the 1990s, there has been a gradual replacing of face‐to‐face surveys (CAPI), telephone surveys (CATI), and mail surveys (CASI, CSAQ) with web‐based surveys. With the relatively recent diffusion of smartphones and other mobile devices, it has become possible to run mobile web surveys, i.e., questionnaires sent to interviewees may be submitted and also completed via mobile devices. A web survey is a simple way to access a large group of potential respondents. Questionnaires can be distributed at very low cost. They require no interviewers, and there are no mailing or printing costs involved. Surveys can be launched rapidly,
