This book provides the understandings needed for researchers to develop scientifically validated internet survey methods.Except by chance, inaccurate data will provide results that have little or no validity or reliability. ‘Garbage In Garbage Out’ (GIGO) is a term commonly used in the computer industry to remind us that, if the data being analyzed are incorrect, the result will likewise be incorrect. While no survey design system can correct for improper sampling or poor item construction, it is essential to have a survey platform that allows for and supports best practices in presentation, sampling, data collection, and analysis—all as supported by research.
Charles V. Balch, PhD, is currently Professor of Computer Information Systems at Arizona Western College. His research interests include internet research methodology, diffusion of innovation, and collaborative decision making.