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What is Electronic Survey? Email Survey Web-based Survey Promises and Challenges Promises Strong reach / Penetration Fast response speed Low cost Response flexibility Control of anonymity Minimized data-entered error Minimized interviewer bias Promises and Challenges Challenges Generalizability and Response Rate: response rate to internet based surveys have been declining over the past 10 years Accessibility: no national or global online directory of email addresses exist Design Concerns: use design survey response features judiciously to maximize data quality and minimize error Sources of Errors in Web-based Survey Coverage Error The result of all units in a defined population not having a known nonzero probability of being included in the sample drawn to represent the population. A mismatch between the target population and the frame population. Sources of Errors in Web-based Survey Coverage Error Universal coverage of the Web remains quite limited. Coverage error represents the biggest threat to the representativeness of sample surveys conducted via the internet. Some populations do not exhibit large coverage problems: employees of certain organizations, members of professional organizations, certain types of businesses, students at many universities and college, and groups with high levels of education Sources of Errors in Web-based Survey Sampling error The result of surveying a sample of the population rather than the entire population. Not all members of the frame population are measured. Sources of Errors in Web-based Survey Sampling error Sources of Errors in Web-based Survey Measurement error The result of inaccurate responses that stem from poor question wording, poor interviewing survey mode effects and/or some aspect of the respondent’s behavior. Sources of Errors in Web-based Survey Measurement error Measurement error is the deviation of the answers of respondents from their true values on the measure. The appearance of a survey can va