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A recent study from the Pew Research Center found errors in opt-in online surveys to be about twice that of probability-based panels due to “bogus respondents,” or those who usually say “Yes” regardless of the question.
Online, opt-in surveys have nonetheless been found to be increasingly used because they’re “typically fast, inexpensive, and convenient” in contrast to probability-based sampling methods, such as random-digit dialing of phones, according to research led by Stanford University.
The value of online versus phone surveys continues to be examined as internet polling has surpassed traditional phone-based methods.
Online surveys are generally seen as less expensive than phone surveys that require live interviewers and phone expenses. Online surveys can also be distributed more quickly to a wide range of potential respondents and compiled easily.
“The results of an online survey are always ready to be read and analyzed,” according to MarTech Series. “The best thing is you can do so in real-time, so the waiting period for the survey to give us the data analytics is gone.”
Beyond costs and limited reach, phone surveys can also be more time-consuming, and response rates have fallen over the years as caller ID has arrived.
Gallup analysis finds that with the interviewer able to engage respondents and control the survey’s pace, phone surveys tend to lead to “less forthcoming” responses to sensitive topics versus web surveys. The interaction also leads respondents to “give more extreme, positive responses to attitudinal items and more socially desirable responses.”
Still, studies have shown that telephone surveys are able to produce accurate results, with interviewers able to add clarification or explanation for questions that may be confusing to respondents, something that an online survey cannot do.
Drive Research suggests that phone surveys may be more effective in reaching older and “less tech-savvy” demographics, while online methods may work better to reach younger audiences. The objectives of the survey should also be considered. Drive Research stated, “If you need detailed responses and personalization, phone surveys may be the better option. If you need quick results and broad data, online surveys may be the better option.”