33: New Technology: Web-Based

This chapter summarises the discussions of an in-depth eight-hour workshop⁴¹, the members of which came from nine countries of four continents with a large variety of cultural and professional contexts which added to the wealth of discussion. This chapter draws conclusions about the advantages and limits of Web-based surveys with regard to different use contexts. Web-based surveys are a relatively recent development, particularly for travel surveys. We have therefore identified the main directions for research to increase their effectiveness, proposed a definition of the term Web-based survey, and given a preliminary classification of previous surveys.

In view of the diversity of Web-based surveys, we use a very straightforward definition that enables us to cover all past and future applications. Our definition of Web-based survey is ‘any survey that can be done on the Web’. This definition requires some explanation. It refers only to the Web, thus e-mail surveys that do not involve the use of Web resources are excluded. Consequently, we can lay emphasis on an important advantage of Web-based surveys, namely interactivity. Among other things, this makes it possible to include visual aids and animation to assist the respondent, randomise questions, etc. (Alsnih, 2006). This definition is deliberately non-restrictive as regards the type of surveys, methodology, design, etc. On the contrary, all types of surveys are potentially possible. It also emphasises the specific nature of Web-based surveys that relates to the medium used to conduct the survey, as opposed to face-to-face, telephone, or postal surveys, for example. Web-based surveys can be classified with reference to three dimensions: