Capability of web-based survey software: an empirical review

Abstract

Purpose

The purpose of this paper is twofold: first, to develop, test and validate a set of dimensions that can verify whether any specific online survey tool can be effectively developed and deployed; second, to provide a framework and working topology for web-based survey tool selection.

Design/methodology/approach

A panel comprised of five experts determined the validity of the proposed dimensions the authors compiled from extensive feature research of the top online survey software identified by Alexa and Datanyze, which allows for web survey data to be pulled in a customizable fashion over a selected period of time. The validated dimensions were then ranked via a paper survey (n = 98) in a controlled environment using a 9-point Likert scale.

Findings

There was no strong correlation between highest-ranked dimensions and the market share and use of a particular online survey tool. However, overall dimension ranking dominance did predict an online survey tool obtaining higher market implementation and use. In addition, the influence of business roles on dimension weights should be considered when selecting survey software. Finally, two additional dimensions not prevalent in existing research – data analysis and technical support – must be considered in survey tool selection.

Practical implications

Online survey tools are increasingly supplementing or replacing random telephone-based opinion and polling surveys for data collection on important social issues, political candidacies, etc. Representative samples yielding the most accurate results are more easily obtained via mixed-mode methods that incorporate online survey tools.

Originality/value

The paper's findings suggest which dimensions must be present for widespread acceptance and implementation of a successful web-based online survey tool. Organizations must be able to assess a particular survey tool's viability for their specific purposes. The dimensions presented here can be developed into an effective adoption heuristic to meet an organization's particular requirements. Findings suggest that when evaluating survey software, one must remain cognizant of the various business roles associated with survey software to better account for decision-maker tendencies. For example, managers place greater emphasis on overall cost whereas developers may value survey creation and integration features.

Citation

Rea, A., Marshall, K. and Farrell, D. (2022), "Capability of web-based survey software: an empirical review", American Journal of Business, Vol. 37 No. 1, pp. 1-13. https://doi.org/10.1108/AJB-07-2019-0058