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Sampling and Response: The experience of conducting an online student survey.

Sampling and Response: The experience of conducting an online student survey. Donna Poade. Overview of Presentation: . Background to the study Online surveys as a research tool Methodological issues in online survey research Sampling and response Our study

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Sampling and Response: The experience of conducting an online student survey.

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  1. Sampling and Response: The experience of conducting an online student survey. Donna Poade

  2. Overview of Presentation: • Background to the study • Online surveys as a research tool • Methodological issues in online survey research • Sampling and response • Our study • Tips for conducting online research

  3. Background to the Study • First national survey of attitudes towards quantitative research amongst sociology and politics students across Universities in England and Wales • Whole study conducted November – March 2005/6 • Exploratory phase conducted followed by online survey • Builds on previous study of sociology departments and teaching staff

  4. Online Survey Research • What is online survey research? • Expansion in using online resources as a medium for data collection • Types of online surveys: • Web based or web page • Email surveys • Combination of two elements “Surveys are the most implemented online research methodology in social research” (Hewson et al 2003)

  5. Online Survey Research Source: Bradley (1999)

  6. Advantages and Disadvantages of Online Survey Research

  7. Methodological Issues • Methodological issues cited in the literature • Sampling issues • Response rates, including non response and response effects • Ethical issues, including privacy, confidentiality and informed consent • Practical issues such as incentives • Security • Technology

  8. Sampling issues • Sampling bias • Sampling frames • Internal/External • Sampling approaches • Random Digit Dialling?

  9. Sampling issues • Some sample sources: • E-mail/Website directories • Customer records • Pop up surveys • Harvested addresses • Registration Forms • Hardware, software and user ability

  10. Response Rates • Inconclusive or inconsistent studies on online response rates • What is an acceptable response rate? • Response rates to online surveys 10% or lower • Response rates appear to be lower than for other more traditional methods

  11. Our Study • ‘Hard to reach’ population • Why did we choose this method? • Random sample of 34 sociology units in English and Welsh universities • URL embedded email administered via a gatekeeper between January and April 2006

  12. What’s the issue with non-response? • The ‘Over-Surveying Effect’ • The sociology of non-response: (Tourangeau, 2006) • Non-contact (face to face) • Non-cooperation (too busy, self absorbed and erecting barriers) • Inability to provide data (physically or mentally) • Unfavourable societal developments on all three fronts (lack of civic engagement, obligations and more intrusions)

  13. Response Rates in our Study • 738 responses equivalent to 12.8% for online survey • Prompted a boost by self completion paper surveys in some low responding units • Lowest reported online 1% (Basi 1999) • Response spikes attributed to the level and type of intervention • Less Socially desirable responses received

  14. Tips for conducting online survey research • Consider appropriate sampling method • Use technical safeguards • Multi-modal approach • Response effects

  15. Tips for conducting online survey research • Response effects: • Design (sponsor, personalised) • Incentives, • Pre-notification • Salience of topic • Piloting • Quality and repeat contact with respondents (including follow ups)

  16. Summary • Methodological issues: the sample, the gate-keepers and the method • Never know the true sample bias • Are we right to be concerned? • What does the future hold for online survey research? • What is the best way of researching student populations?

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