Chapter 2 - Conducting Online Research

Chapter Summary

Introduction: good research

• Research is the systematic process of collecting and analysing information in an effort to make a contribution to knowledge on a particular phenomenon.
• Research projects are conducted as part of a research community where studies aim to make a partial contribution to what is known.
• Producing good research requires careful consideration and design.

The Internet and research

• The huge growth in Internet use has revolutionised the way in which researchers conduct all of their research activities from evaluating what is currently known about a topic and collecting data to communication and dissemination of findings.

Secondary research online

• The Internet has supported researchers in conducting systematic reviews of what has been published before. But importantly, it facilitates the synthesis of such work in a way that is comprehensive and transparent.

Primary research online

• Much modern human activity is performed online which facilitates researchers in collecting their own data (referred to as primary research) online.

Observation

• Online observation studies and ‘Non-Reactive Data Collection’ are conducted in an unobtrusive way to observe human behaviour as it happens.
• The Internet provides multiple opportunities for researchers to observe all types of human behaviour in a way that is non-invasive and efficient.

Interviews, questionnaires and experiments

• Interviews are flexible research methods that require a predefined or systematic approach.
• Focus groups are a variant of the interview method conducted with small groups of people.
• Questionnaires are a research tool that comprise a series of predefined questions or other statements distributed so as to collect information from respondents.
• Experiments are a research situation or activity that has been specifically designed and controlled so as to allow researchers to establish causal inference.

Considerations for online data collection

• Online methods provide several advantages over traditional delivery. Executing research online can be faster and cheaper, can give a researcher greater control of the design, greater flexibility and functionality, and can make participating a more comfortable experience. They also allow researchers to access larger or more difficult to access samples.
• Researchers have debated whether or not online research produces data of a similar quality to offline research. The major threats to collecting high quality data online are:
  • non-responses or drop-out;
  • biased self-selection or sampling procedures;
  • the varied setting in which people participate in online research.
• In general, conducting research online brings advantages that balance out the scientific and practical disadvantages.

Internet research ethics

• Various ethical issues arise that are particular to conducting research online.
• One of the most debated issues is around the way in which researchers use data that may appear to be publically available and how this might impinge on participants’ privacy or might otherwise negatively affect them.
• Conducting research online has also raised discussions about ethical dissemination and children’s rights to online protection.
• Researchers need to stay continuously sensitive, considerate and informed about current debates and best practice.

Conclusion

• Researchers must continue to employ careful consideration of various research design issues if they are to obtain high quality data from online research.
• The continued growth of the Internet will likely mean that conducting research online becomes more commonplace.