Technical constraints

Limited length of the questionnaire . Typically, Internet users are people who value their time. Therefore, it is difficult to persuade them to participate in lengthy interviews. The questionnaires posted on the home pages of websites usually contain from one to three questions. If an individual agreed to answer a more detailed questionnaire, it is still quite risky to include more than 20-25 questions in it.

Control during filling . It is not always possible during online surveys to limit the time for filling out the questionnaire (if required) and track the number of corrections in the answers.

Communication problems . The respondents may misinterpret individual questions of the questionnaire, errors in transitions and filling out tables, distortion of information, inadequate response, omission of individual questions - all errors that are typical for a regular questionnaire. Likewise, the researcher can misinterpret the answers of the respondents when they come to him in writing. Therefore, in difficult cases, it is required to ask again and clarify whether this or that answer of the respondent was understood correctly.

Individual parameters of the system. The user's perception of text and, especially, graphic material can be significantly influenced by the type of software installed on the computer where the questionnaire is filled out. Different Internet browsers may display the same web page in different ways. The appearance of the questionnaire will depend on what kind of monitor the user has, what is the screen resolution (the number of displayed pixels horizontally and vertically), what kind of video card and sound card is, etc.

Interesting results of the survey conducted by Amy Harvey between January 1997 and October 1998 are cited by B. Doctors: “38 American market researchers from small and medium-sized analytical, consulting and educational organizations were interviewed. 74% of those surveyed did not have any experience in conducting online surveys, and a similar proportion of respondents said that their companies spent ten percent or less of their annual budget on web research. What was holding back? More than half (58%) indicated the impossibility to represent the analyzed population and weak sampling control, 40% were concerned about the problem of ensuring the confidentiality of the survey, every fifth noted the low quality of data and the lack of good lists of email addresses, 16% - the low level of cooperation of potential respondents. Nevertheless, everyone recognized the promise of online surveys. Half of the respondents believed that over the next 12 months they will conduct up to five surveys, and a quarter - planned to carry out 11 or more network surveys.

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