Administered versus Self-administered Online Surveys: Are the Findings Comparable?

Abstract

This paper examines whether the results of in-person and telephone survey
interviews are equivalent to those obtained via self-administered, on-line
questionnaires. Of the eleven variables analyzed, five showed significantly
different levels of item non-response (the highest in the on-line survey). Analysis
of item-response distributions across survey formats reveals differences
in all variables, although there is more response pattern similarity between
in-person and telephone interviewer-administered surveys than between
either of these and the self-administered format. While respondents to both
interviewer-administered survey formats state their belief in the benefit to be
gained from surveys and particularly in the sincerity of survey respondents,
the level of approval is always higher among those interviewed in person. The
on-line respondents show greater confidence in surveys, more interest in following
survey-related news items and more faith in their usefulness.