The Context and Culture of the Web Research Environment

Abstract

The World Wide Web provides a unique and idiosyncratic environment for applied social research. Examining the context and culture of this environment can better inform research design. This chapter explores attributes of the Web that influence the administration and outcomes of survey research, examines the dual phenomena of self-selection and nonresponse that frequently encumber the implementation of self-administered surveys on the Web, reviews sample loss as it occurs during the multiple stages of survey response, and identifies elements of the research design that can mitigate the effect of this medium—its context and culture—on survey outcomes.