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collecting questionnaire data, and Internet surveys often generate large numbers of
responses (Azar, 2000). For example, an Internet survey posted by researchers who
wanted to collect data about suicidal feelings attracted more than 38,000
respondents from all over the world (Mathy, 2002). However, researchers who use
Web-based surveys must be cautious about generalizing the results of their studies
because respondents represent only the population of Internet users who choose to
participate, not the general population or even the entire population of Internet users.
Moreover, they must take steps to ensure that a respondent can participate in the
study only once (Gosling et al., 2004). If conducted properly, surveys can provide
highly accurate information. They can also track changes in attitudes or behavior
over time. For example, Johnston and others (Johnston, OMalley, Bachman, &
Schulenberg, 2010) have tracked drug use among high school students since 1975.
However, large-scale surveys can be costly and time consuming. Another important
limitation of survey research is that respondents may provide inaccurate information.
False information can result from a faulty memory or a desire to please the
interviewer. Respondents may try to present themselves in a good light (a
phenomenon called the social desirability response), or they may even deliberately
mislead the interviewer. Finally, when respondents answer questions about sensitive
subjects, such as sexual behavior, they are often less candid in face-to-face
interviews than in self-administered or computerized questionnaires (Tourangeau,
Smith, & Rasinski, 1997).