IEEE TRANSACTIONS ON PROFESSIONAL COMMUNICATION, VOL. 46, NO. 2, JUNE 2003 81 Web-Based Surveys for Corporate Information Gathering: A Bias-Reducing Design Framework —JAKE BURKEY AND WILLIAM L. KUECHLER Abstract—The cost effectiveness of internet-based communications in the ever more fully networked business environment continues to drive the use of web surveys for corporate information gathering. However, simply applying traditional survey techniques to the web can result in significant shortcomings in the data so gathered. Recent research has been directed at these issues, within the context of web surveys as a general research tool. We discuss the application of that research to the narrower organizational context. This article synthesizes from the literature on web-based surveying and from the authors’ own experiences. It suggests a design framework for managers and communications professionals interested in increasing the statistical validity of web surveys deployed in an organizational context. The results of a recent organizational web survey developed and administered within the framework guidelines support the efficacy of the framework. Index Terms—Cross-browser compatibility, nonresponse error, research bias, research methodology, survey methodology, web research, web survey. Manuscript received August 5, 2002; revised December 1, 2002. J. Burkey is with the University Center for Economic Development, Applied Economics and Statistics, University of Nevada, Reno, NV 89557 USA (email: jburkey@unr.edu). W. L. Kuechler is with the Department of Accounting and Computer Information Systems, University of Nevada, Reno, NV 89557 USA (email: kuechler@unr.edu). IEEE DOI 10.1109/TPC.2003.813167 Web surveys are an information-gathering technique that is used increasingly both within and across organizations and groups. Although some larger corporations have been using computer-based surveys for many years, greater compatibility across web browsers and free or inexpensive software have made the technology affordable and attractive for small and mid-sized organizations as well [1]. Cost is prominent among the factors that motivate an organization to explore the use of web surveys. Dillman notes that the two major advances in survey methodology in the twentieth century were the introduction of random sampling in the 1940s and interviewing by telephone in the 1970s, and that the development and implementation of both were driven by the desire to minimize cost [2]. Even the most basic web-survey design allows for the presentation of an online survey document as if it were a self-administered mail survey on a printed page. However, with a modest design effort beyond the basic information presentation, a web-based survey offers the potential to interact with the respondent as would a surveyor in a face-to-face interview, providing assistance and checking for completeness of answers, without the same potential for bias that occurs in personal interviews. More importantly for employee surveys, the web survey can incorporate the strengths of personal interviews while maintaining respondent anonymity. Paper, postage, printing, and data entry costs may be reduced or eliminated, 0361-1434/03$17.00 © 2003 IEEE