Dear network;
I am conducting a research about online-shopping adoption (drivers) in emerging countries. Due to time and (especially) budget constraints, we're thinking to conduct the survey online targeting people aged 25 to 65 years old.
We have some questions and doubts about the reliabality of online surveys especially when it comes to the publication of such research in indexed journals. My questions are :
1) We might mix online and offline data collection as the 55 to 65 years old might not be on the internet to participate in our study. What are the risks? and, Are there any papers about the (+) and (-) of this kind of multi-mode approach?
2) Are online-based research papers accepted in top journals (in the marketing/consumer field) ?
3) What are the common biases in online research? and how one can remove them (any recommandations from your own experience with onine surveys)?
Thank you in advance for your help.
Yes, it can be hard to get some segments for example age groups represented in marketing/consumer samples as they can sometime not be as engaged online. So using a multi-mode approach could be insightful - I have heard of some studies using this a a "top-up" approach if they dont fill one of the segments well via the online appraoch. Using data like this and from this approach can be accepted in more higher consumer/marketing journals - but some of these studies have hired a fielding company to assist with the data collection and identification/representation of salient groups (though in my own experience it would be best to mange this process oneself as you have control over the sampling to some extent). But moreso maybe try and use some higher levels statistical approaches for modeling your data etc. To remove bias - as mention above large sample but also measuring the country of origin of the participant/respondent - taking into consideration the wording of the quesitons and the response settings.
Dear Souad,
I will send you some papers about online surveys in marketing research, they are not recent (for example Bradley tried to give some solutions to sampling problems for internet studies in 1999!!!) but I think you could get some answers to your questions and particularly with this paper :Article The Value of Online Surveys
.You can also find a lot of online-based survey in ranked journals. good luck !
Hi Kamila Ghidouche ait-yahia , Thank you very much for the paper, that's so helpful.
Hi Christopher McLaughlin , Thank you for the kind recommendations you made. I discussed the options with my colleague and she seems very comfortable with high level statistical analysis, we think to increase our sample till we reach 1000 respondents or more.
Thanks for both of you for your kind help.
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