The benefits of Internet-based surveys are often exaggerated with claims that Internet surveys are always faster, better, cheaper, and easier for researchers than conventional survey methods. This case study compares two side-by-side surveys of South Dakota resident spring turkey hunters (traditional mail survey vs. by e-mail with link to the Web-based survey: sample size of 1,200 each). With approximate equal effort to contact hunters the Internet survey received a 44% return rate compared to a 75% return rate from the mail survey. Until the issue of sample validity is solved and response rates increased an Internet survey by itself cannot be relied on to collect valid, scientific human dimensions information. However, a mixed-mode survey design that incorporates Internet surveys with traditional survey methods is discussed as a way to solve for sample validity and non-response methodological issues associated with Internet surveys while achieving some of the cost saving benefits of Internet surveys. (Author/publisher)
Abstract