Traditional survey research entails facing procedural challenges such as subject recruitment, location of interview, effect of interviewer, and length of questionnaire, while web site surveys must go one step further, engaging the subject technologically. With 350,000 visitors per month to a large multifaceted drug and alcohol information web site, development of a novel technique for "interviewing" a sample of visitors to evaluate customer satisfaction was essential. The survey was designed to assess customer satisfaction with content, information, design, attractiveness, and usefulness of the web site, as well as to gather demographic information. The survey process is described, including questionnaire construction and design of survey components, in addition to fine tuning of timing for the "pop up" feature. Challenges included programming the rotating evaluation of specific pages and array of services provided, and analysis of survey components. Representativeness of the sample, response rates, and troubleshooting are also reported. The Federal Office of Management and Budget approval process for this questionnaire and survey design, and respondent burden estimates are described. A study of the change in response rates as questionnaire length increased is reviewed. While obtaining user feedback through passive links is becoming a standard element in web sites, actively gathering information that is specific and minimally biased can depict visitors’ experiences and attitudes more accurately. Organizations providing services and information over the Internet can greatly benefit from obtaining ongoing representative visitor feedback to aid in decisions on numerous aspects of a web site.
Learning Objectives: At the conclusion of this session, the participant in this session will be able to: 1. Describe web site evaluation through user feedback. 2. Explain steps for developing programming/software for evaluation. 3. Develop a plan for evaluating a web site
Keywords: Evaluation, Internet Tools
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: National Clearinghouse for Alcohol and Drug Information
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.