Comparing data from online and face-to-face surveys

Bobby Duffy, George Terhanian, John Bremer and Kate Smith

This paper explores some of the issues surrounding the use of internet-based methodologies, in particular the extent to which data from an online survey can be matched to data from a face-to-face survey.
  

Comparing Data from Online and Face-To-Face Surveys

Bobby Duffy and Kate SmithMORI OnlineGeorge Terhanian and John BremerHarris Interactive

INTRODUCTION

Growth of Online Research

During the past few years there has been considerable growth in internet use. According to the Office for National Statistics, only 9% of the UK adult population had access to the internet at home in 1998. However, this had increased to 52% by 2004 and, in February 2005, 59% of adults in Great Britain had used the internet prior to interview (National Statistics Omnibus Survey 2005).

In the...

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