This workshop contribution proposes to explore the contribution of questionnaire design to the success (or failure) of internet research projects. The importance of the design of the online questionnaire becomes especially relevant in view of rising concerns over nonresponse bias and elevated drop-out (incompletion) rates in online research. The questionnaire fielded online is called on to do more than its counterparts for telephone or face-to-face interviewing. Not only must it deliver the questions, ideally it must engage the respondent, keeping him or her on task and cognitively active throughout the survey. The online questionnaire needs to be designed fundamentally differently than those created for other fielding options in order, paradoxically, to make the results between interviewer- and self-administered surveys more comparable. Data are drawn from US/Western European contexts establishing the critical role of questionnaire design to the outcome of consumer research projects. Participants will be provided with specific guidelines for improving online questionnaires, and will be equipped to take full advantage of all the internet has to offer for quality research.

PDF of Fisher's presentation at the RC Workshop.