Nine issues for Internet-based survey research in service industries

Abstract

Internet-based surveys have recently become a popular means of data collection among researchers in the service industries. However, there has been little discussion regarding the validation of Internet-based surveys in this services discipline. From the perspective of positivist and quantitative research, failure to organise a scientific and rigorous research design will damage the validity, reliability, and generalisability of a study's findings and, in turn, its contributions. This paper identifies nine key issues from theoretical discussions and accordingly examines the Internet-based survey studies published in The Service Industries Journal between 2001 and 2008 to demonstrate the current status of the Internet-based survey development in this field. Further, an empirical study with a carefully designed methodology is presented to serve as a useful guide in planning and executing Internet-based surveys.

Keywords:

• Internet
• survey
• research methodology
• Web
• market research