The Opt-In Internet Survey

Researchers conducting public opinion surveys using traditional methods are confronting challenges in their effort to secure high-quality data. In contrast to traditional survey methods, online access to participants has become easier due to the increase in homes with broadband internet, smartphones with internet access, and users with access to the internet and smartphones. Compared with other survey strategies, online surveys take significantly less time to administer and collect responses. Online surveys also are likely to produce measures with greater concurrent validity and lower levels of measurement error. Most important, research shows that nonprobability online samples are capable of producing population estimates that are comparable to those from more traditional probability-based survey research and population benchmarks, particularly when sampling and/or post-survey weights are used. In the study of crime-related issues, the opt-in online survey has the potential to be used for diverse purposes.