Anyone can easily create a survey, but we live in an era where the reliability of the data is questionable.
This book will guide you through understanding and wisely utilizing the powerful tool called web survey.
Behind the advantages of cost-effectiveness, speed, and multimedia utilization, it sharply examines the limitations of sample representativeness caused by the digital divide and self-selection bias, as well as the shadow of deteriorating data quality due to expert respondents and bots.
Furthermore, it covers the entire process from research planning to questionnaire creation, data analysis, and reporting, and presents 10 roadmaps that scientifically overcome limitations through cutting-edge statistical techniques such as sample matching and weighting, as well as research ethics.
A must-read for anyone who wants to discover the true value of data and make better decisions.

The greatest virtue of web surveys is undoubtedly their revolutionary efficiency in terms of cost and time.
The enormous cost and time required to hire hundreds of investigators and print tens of thousands of questionnaires has been reduced to almost zero.
With just a few clicks, you can simultaneously distribute surveys to tens of thousands of people around the world, monitor the data collection process in real time, and dramatically reduce the time it takes to analyze it.
This is an incredibly powerful tool for businesses that need to respond nimbly to rapidly changing markets and for governments that need to quickly gauge public opinion on pressing issues.
---From "The Evolution of the Method of Asking Public Opinion"

For example, web-based surveys can utilize a variety of multimedia elements, such as images, videos, and audio, beyond simple text, making it possible to convey the survey content in a richer and more intuitive manner.
It is also possible to maximize the efficiency of the survey by sophisticatedly implementing advanced features such as skip logic, which sets the flow of the next question differently in real time based on the respondent's previous answers.
These technological and methodological advancements clearly demonstrate that web surveys are more than just "online surveys," but rather an independent research field with unique characteristics and limitless potential.
---From "01_Introduction to Web Survey"

First and foremost, the questionnaire must be written clearly and concisely.
The small screen of a smartphone is extremely limited in the amount of information it can physically display compared to a computer monitor.
Therefore, unnecessarily long sentences or complex questions with many modifiers can seriously reduce respondents' readability and rapidly increase cognitive fatigue, which can be the main cause of giving up on the survey itself.
Questions should be written clearly and concisely, eliminating all unnecessary detail and asking only one concept at a time.
Ambiguous questions or double-barreled questions that cleverly combine two or more questions into one, such as "Are you satisfied with the price and design of this product?", should be avoided at all costs, as they can confuse respondents and compromise the reliability of the data.
---From "04_Web Survey Methodology: Questionnaire Creation"

On the other hand, paid professional solutions like SurveyMonkey or Qualtrics offer a much broader and more powerful set of advanced features.
It fully supports professional research through complex, multi-layered logical branching, custom designs that reflect the research organization's branding, real-time analysis and visualization of collected data, and the ability to link and manage large-scale online panels.
Additionally, these platforms guarantee a high level of data security and prompt technical support, making them suitable for companies and research institutions that prioritize the reliability and stability of their research.
---From "05_Web Survey Methodology: Web Survey Programming"

Third, there is the issue of professional respondents.
Some respondents who participate in surveys solely for financial incentives may not read the questions properly and answer them insincerely, or may sign up for multiple panels and repeatedly participate in the same survey, which can seriously degrade the overall quality of the data.
Finally, there is online accessibility bias.
Certain groups, such as the elderly, low-income earners, and residents of some rural areas, who are not familiar with using the Internet or have difficulty accessing it, are difficult to include in the panel, and thus their opinions may be fundamentally omitted from the survey.
---From "06_Web Survey Methodology: Panel"

The second is social media-based sampling.
This is a method of recruiting respondents with specific interests by sharing a survey link through powerful social media platforms such as Facebook, Instagram, and X (formerly Twitter), or by utilizing the sophisticated targeting advertising functions provided by the platform.
It has the advantage of being able to reach the target audience very quickly and effectively, whether you want to hear the opinions of specific game users, understand the tendencies of those who support a particular politician, or research the spending habits of people with specific hobbies (e.g., camping or fishing).
---From "07_Web Survey Methodology: Non-Panel Sampling Frames"

Second, there is always a possibility of data quality degradation.
The reliability of collected data can be fundamentally shaken by the behavior of 'professional respondents' who only seek financial compensation, answering questions without properly reading them, giving the same answer to every question consistently, or the participation of 'bots', which are automated programs rather than people.
Such contaminated data distorts analysis results and requires additional time and effort in the data cleansing process to filter it out.
---From "08_Advantages and Disadvantages of Web Surveys"

Next, we need to find out the profiling level of the panel.
A reliable panel maintains and maintains highly detailed profile information about respondents, including their interests, lifestyle, and specific product purchase behavior, in addition to basic demographic information.
This allows for very precise target research.
You should check how detailed the profile information the research firm has and how regularly it updates this information to keep it current.
Finally, we need to check how well the panel's management and data quality management systems are functioning.
---From "09_Things to Consider When Requesting a Web Survey"

The use of artificial intelligence and machine learning (ML) holds the greatest potential to revolutionize the entire web survey process. AI can dramatically reduce the burden on survey designers by automatically generating and recommending optimal survey questions tailored to the survey objectives or dynamically adjusting the order of questions and the difficulty of terminology to match the respondent's skill level.
Additionally, by analyzing response patterns in real time, the efficiency of data quality management can be dramatically improved by automatically identifying and removing from the data poor respondents who do not read the questions properly or give contradictory answers.
In particular, AI technology that automatically analyzes responses to thousands of open-ended questions using text mining and sentiment analysis techniques to quickly extract key keywords and positive and negative nuances will dramatically shorten the time it takes to gain meaningful insights from unstructured data.

---From "10_Future Trends and Development Directions of Web Surveys"